Warner Bros. Discovery shares spiked more than 30% after reports that Paramount Skydance is preparing a majority-cash takeover bid backed by Larry and David Ellison. The deal would fold WBD’s studios, HBO, DC, and streaming business into Paramount Skydance’s assets, which already include CBS, Paramount Pictures, and Paramount+. A merger would unite some of the world’s most valuable IP, creating a rival to Disney and Netflix. Investors cheered the news, lifting both companies’ stocks, though regulators are expected to scrutinize the transaction. If approved, the deal could reshape Hollywood’s power structure amid linear TV’s decline and streaming’s consolidation race.

As the number of podcast listeners grow, giving them options for both listening to or watching the latest episodes has become key to maintaining audiences. More than half of US podcast consumers (53%) prefer watching podcasts over just listening on YouTube, per the Podcast Landscape 2025 report from Sounds Profitable and Signal Hill. YouTube’s connected TV (CTV) and podcast dominance presents a unique opportunity for brands to advertise in a variety of formats, whether that’s sponsored episodes, partnerships, digital video ads, or pre-roll, mid-roll, and post-roll audio spots.

Peacock is striking partnerships to grow its audience: The streamer is now available via Walmart+, adding millions of potential viewers ahead of a crucial year.

As the connected TV (CTV) market matures, new ad formats are giving brands tools to capture attention in cluttered streaming environments. India’s Smart TV OS CloudTV launched a 3D ad unit on Thursday across its OS-powered devices, with the goal of providing a premium user experience and outperforming traditional ad formats in attention capture. CTV is a critical investment for advertisers looking to capitalize on the shift to digital, and 3D ad formats’ innovative ability to engage fragmented viewers will become increasingly important as the market expands.

Black adults in the US spend 45.9% of their total TV time on streaming platforms—more than both cable (22.4%) and broadcast (21.8%) combined, according to July 2024 data from Nielsen.

Peacock is joining Prime Video’s ecosystem, giving viewers access to the service as an add-on with Prime subscriptions, per an Amazon announcement. The ad-free version of Comcast’s streaming platform will cost the same on Prime Video as it would individually. Peacock joins the likes of Paramount+, Apple TV+, and HBO Max in becoming part of Prime’s ecosystem. Peacock’s integration into Prime Video turns a mid-tier streamer struggling with profitability into part of a premium bundle, giving advertisers access to a larger, more engaged audience part of Amazon’s high-value ecosystem.

Apple is partnering with digital platform TuneIn to strengthen its radio reach and better compete with Spotify, per the Wall Street Journal. The move will see Apple distribute its radio stations across connected cars and home speakers globally and marks the first time Apple’s current radio stations will be accessible outside of the Apple Music app. Apple’s radio push could breathe life into its struggling streaming units, attracting listeners who haven’t considered Apple Music and potentially drawing in advertisers who are looking for access to Apple’s library.

The news: As the NFL season approaches and digital video becomes a sports destination, fans are looking to new streaming services to stay caught up—and 35% are planning to subscribe to a new service to watch fall and winter sports, per CivicScience data. Our take: Sports will remain a key opportunity for brands to reach engaged and passionate audiences—but as fragmentation worsens, advertisers must prioritize cross-platform strategies that unlock consistent exposure.

The news: Magnite today introduced pause ads across several streaming providers, including DirecTV, Fubo, and Dish Media, to capitalize on the momentum of pause ads as a key opportunity to engage and convert connected TV (CTV) viewers. Our take: Pause ads have demonstrated their worth in the quickly growing CTV landscape—but those who see the most success with the format will be the ones who innovate before pause ads become standard practice.

The news: YouTube TV may drop Fox News, Fox Sports, and Fox Broadcast Network this week if Google and Fox Corporation don’t agree on renewal terms. A blackout removing seven Fox channels could ding YouTube TV’s engagement—especially during live sports and election season, when Fox’s properties pull massive audiences, per CNBC. Our take: Fox Sports specifically drives real-time viewership. Losing it weakens YouTube TV’s live-programming value proposition. For streaming platforms like YouTube TV, it’s a warning—content gatekeepers are no longer willing to share access without premium payouts. YouTube can negotiate partial or sports-only rights to minimize disruption, but the cost will likely be passed on to subscribers. If Fox goes dark on YouTube TV, advertisers must reallocate spend or risk diminished ad performance.

The news: Two months after its streaming-only release, Netflix’s “KPop Demon Hunters” is thriving in a limited box office run—emphasizing the company’s evolving strategy as the streaming market becomes increasingly saturated. Our take: Netflix’s current box office success shows its evolution beyond a streaming platform and toward a broader entertainment brand. The company is placing its bet on diversification to drive sustained growth, hinting at a future that integrates a platform-agnostic approach with successful content distributed to wherever viewers are most likely to engage.

The news: YouTube Music is celebrating its 10-year anniversary with a slate of new features, bringing it closer to serving as a full Spotify replacement. Our take: As music platforms evolve into social ecosystems, brand strategies should adapt from passive ad placements to active participation. Testing new ad formats in Taste Match playlists and comments could provide organic brand presence, while partnering with artists who already bridge YouTube’s properties opens access to engaged, music-first communities.

Streaming captured 47.3% of US TV viewing in July, a record share that underscores the medium’s dominance as linear declines. YouTube rose to 13.4% of TV use, its highest level yet, while Netflix surged 5% month-over-month to 8.8%, leading the top 10 streaming titles. The Roku Channel and Peacock also hit records, fueled by strong franchises and creator-driven content. Meanwhile, cable slid to 22.2% and broadcast fell to a new low of 18.4%. With YouTube and Netflix now equaling cable’s share, streaming has become the default destination for mass viewing—even as subscription fatigue looms.

On today’s podcast episode, we discuss if the death of the Late Show is “the canary in the linear coal mine” and the biggest takeaways from the landmark NFL and ESPN deal. Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Senior Editor, Daniel Konstantinovic, and Vice President of Content, Paul Verna. Listen everywhere you find podcasts and watch on YouTube and Spotify.

The news: YouTube has made an official inquiry about purchasing the rights to future Academy Awards ceremonies in its latest live events push, per Bloomberg. The move comes after viewership increased slightly for the most recent Oscars ceremony, driven by simultaneous airing on ABC and Hulu. Our take: Rather than competing head-on with broadcast, YouTube can position itself as a complementary streaming partner that extends the Oscars’ reach by highlighting shifting viewership trends that capture audiences broadcast alone struggles to reach and its edge in premium video advertising.

The news: Gamers are more involved in gaming content than ever before, thanks in large part to titles like Roblox, Minecraft, and Fortnite. And they’re not keeping that interest solely on-platform. 46% of gamers say their time spent creating in-game video game content has somewhat or significantly increased over a year ago, per Bain & Company’s Gaming Report 2025. About 20% say they spend less time. 27% of gamers’ social media time and 25% of their streaming video time is spent focused on gaming-related content. Our take: The gaming audience is growing, and it’s not focused on a single platform or console. Gamers’ interests reach through the game and into social media, streaming, TV, and audio, giving marketers a wide path to reach gamers where they are.

On today’s podcast episode, we discuss how the world’s largest online retailer is weathering tariffs so far, the biggest takeaway from Prime Day, and why Amazon’s AI future could be wearables. Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Senior Director of Briefings Jeremy Goldman, and Analyst, Rachel Wolff. Listen everywhere you find podcasts and watch on YouTube and Spotify.

The news: Upfront spending on primetime TV declined for the third year in a row as viewers shift to streaming and advertisers follow suit, per Media Dynamics. Our take: Though linear still commands more ad spending than streaming for now, money and viewership are becoming more entrenched within streaming.

The news: Microdramas may be the next big thing on mobile, at least that’s what a new Hollywood startup is hoping. MicroCo plans to use AI to help create 1- to 3-minute vertical-video shows meant for the mobile screens. Microdrama seasons would be 30- to 100-episode arcs—think telenovelas in short bursts. Our take: Microdramas are a growing venture and are ideal for the quick-hits crowd occupying social media. MicroCo could come out ahead if it can create and monetize buzzworthy content. While brands have the opportunity to advertise within short videos, they might fare better creating their own microdramas to appease consumers who are tired of ads.