The news: NBCUniversal is exploring a dedicated sports cable network that would feature content—including NBA games—shown on its Peacock streaming service, per a Wall Street Journal report. Our take: Launching a dedicated sports cable channel could help NBCU open the door to new ad inventory and bolster its cable revenues as traditional TV faces mounting pressure from the streaming transition. Live sports continues to command strong advertiser demand, even as general linear viewership declines.The channel will enable NBCU to better monetize its existing sports rights by repackaging content for cable audiences who might be losing interest in traditional TV.

In today’s podcast episode, we explore the blurring of social media and streaming, focusing on how content from social media platforms like TikTok and Instagram is increasingly being consumed in the living room. We also discuss the significance of YouTube and whether streamers should be concerned about the rise of social media platforms. Join the conversation with Director of Reports Editing and host, Rahul Chadha, Vice President of Content, Paul Verna, and Senior Analyst, Minda Smiley. Listen everywhere you find podcasts and watch on YouTube and Spotify.

The news: CBS is ending “The Late Show with Stephen Colbert” next year, an announcement the titular host made during taping for his Thursday show, sparking controversy and speculation. The move came days after Colbert criticized CBS parent company Paramount on air, saying it paid a “big fat bribe” when settling a lawsuit with Trump worth $16 million. Our take: Though politics and Paramount’s sink-or-swim pending merger may have influenced the swiftness of “The Late Show” cancellation, the ultimate cause likely boils down to the traditional TV model floundering.

Netflix's Q2 2025 earnings results came in at $11.1 billion in total revenues. The company’s shift away from reporting net subscriber growth now places investor focus squarely on margins, ad performance, and global monetization. While churn remains low and its brand strong, Netflix faces growing competition from YouTube and TikTok for user screen time. With hit content, live sports, and gaming on deck, the streaming giant’s next act will test its ability to monetize an already massive user base while retaining cultural dominance. For Netflix, growth now means doing more with what it already has.

The news: Streaming’s share of television usage skyrocketed to 46% in June, while time spent with streaming increased 5.4% versus May, per Nielsen’s Total TV/Streaming Snapshot. Streaming was far above cable (23.4%) and broadcast (18.5%), growing nearly 6% YoY compared with June 2024. Our take: Advertisers are navigating a challenging landscape where connecting with broad audiences necessitates investment in a format that has yet to prove its ability to drive action. A diversified approach is key. While attention and dollars are shifting toward CTV, advertisers can’t discount the effectiveness of traditional formats.

The news: The battle for streaming dominance is heating up between Netflix and YouTube, as both look to assert themselves in an increasingly crowded field. The platforms accounted for 20% of all TV viewing time in May, per Nielsen data. Our take: YouTube’s appeal as a (mostly) free platform means it’ll likely continue its dominance—but all hope isn’t lost for Netflix, which continues to lead in paid streaming offerings. YouTube’s ad-supported free model reinforces its lead against Netflix—but Netflix can compete better if it can justify its premium price with exclusive content and an improved user experience.

The news: Out-of-home (OOH) and TV advertising are outperforming popular channels like connected TV (CTV) and digital across metrics, per a five-year study from Clear Channel Outdoor and Kantar. Our take: OOH and TV advertising will continue playing a critical role in an effective omnichannel strategy, and the most savvy advertisers will recognize the enduring effectiveness of these channels for reaching key audiences when they’re likely to purchase.

The news: Sports-centric streaming service Fubo has agreed to pay $3.4 million to settle a lawsuit claiming it illegally distributed customers’ personal data to advertisers without consent. The lawsuit alleged that Fubo went against the Video Privacy Protection Act (VPPA) in 2023 by collecting personally identifiable information (PII), including data on consumers’ viewing history and location, and sharing this information with third party advertisers. Our take: Fubo’s lawsuit echoes growing concerns over how platforms approach data privacy and questions over the legality of using sensitive information to serve personalized ads—requiring that advertisers shift their strategies.

The news: Netflix is deepening its investment in unscripted TV as it aims to expand its user base and gain ad-supported subscribers, per The Wall Street Journal. The streamer reportedly spoke with Spotify about partnering on live events, including live concerts and music awards shows. Our take: Netflix’s unscripted push is a strategic move that will solidify it as a destination for high-quality originals and reality programming alike, where ad inventory is ripe, costs are low, and audiences come from all walks of life.

The news: Paramount has settled a lawsuit with Donald Trump after the president sued the company following a “60 Minutes” interview with Kamala Harris that he argued contained “deceptive doctoring,” the company announced Tuesday. Sources cited by The Hollywood Reporter claim the lawsuit posed a threat to Paramount’s pending merger with Skydance, which will require the Trump administration’s approval. Our take: While the settlement could pave the way for Paramount and Skydance’s merger, it raises questions about the future of media companies who are perceived as holding a liberal bias—and concerns about increasing censorship in the current political environment.

The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription. Our take: Streaming’s future depends on reaching the next generation, but current models—especially ad-supported tiers—aren’t meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.

Our analysts took a look at the first half of this eventful year and provided their own very specific—albeit unlikely—predictions at what could happen in the second half of the year and beyond.

The trend: Most healthcare and pharma marketers plan to increase their CTV/over-the-top (OTT) spending in the next year, according to Nielsen’s Global Annual Marketing Survey. Our take: CTV’s gain of healthcare and pharma ad dollars isn’t necessarily linear TV’s loss. Campaign strategies for linear should focus on brand awareness, while CTV allows drug ads to be highly targeted.

The news: Linear ad impressions declined 4.25% YoY in Q1, falling from about 92% of impressions in early 2023 to around 86% in March 2025, per iSpot’s Q1 TV Ad Transparency Report. But despite the decline, linear ad spend grew 4% in Q1, reaching $12.34 billion—indicating that while audience preferences are shifting, advertiser interest in linear remains steady. Our take: The most effective ad strategies will strike a balance between sustaining investment in linear to capitalize on its scale and reliability, and steadily increasing investment in streaming to align with evolving viewer behavior and future-proof campaign performance.

The rest of the year is top-of-mind for leaders in marketing and retail, which they expect to be challenging but riddled with opportunities to stand out from competition.

On today’s podcast episode, we discuss the battle between linear TV and CTV, one mobile device metric that is going down, and a surprising finding about which age group uses YouTube the most. Join Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

TV networks rely on Netflix for distribution: A deal between Netflix and French broadcaster TF1 is a clear sign of how video power dynamics have shifted.

The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour—up from 2 to 3.5—placing it alongside Hulu and Paramount+ in volume. This aligns with Amazon’s effort to scale its connected TV inventory and offers buyers greater reach. Our take: The added ad time could shift Prime Video’s role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.

Connected TV (CTV) is booming in households and becoming significantly more important for advertisers.

The news: Rewards app Fetch and measurement platform Kochava teamed up to offer loyalty rewards to streaming users, per Marketing Brew. Loyalty+ users can earn points from streaming movies or series, watching specific episodes, or downloading streaming apps. Video on demand (SVOD) services can offer incentives based on their chosen KPIs. Our take: Little treats from big streamers can add up and boost loyalty, provided the incentives are worthwhile and requirements aren’t burdensome. Watching TV for several hours for a fraction of a Starbucks drink, for example, won’t likely improve platform stickiness.