Connected TV (CTV) is already a wild west of providers, platforms, and inventory. Add retail media networks (RMNs) into the mix, and measuring success becomes even more complicated.

On today’s podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Subscription OTT streaming is one of only a few media categories still seeing meaningful time spent growth in the US. The major platforms are heading in different directions, however.

Connected TV (CTV) is now an integral part of retail media. Media networks can offer rich third-party data, while CTV platforms have advanced targeting capabilities and an engaged audience. But just how big is the opportunity?

Sponsored content from influencers can help the payments network as it tries to build brand awareness among younger consumers

Who will be the MLB’s new streaming partner? As MLB’s partnership with ESPN is ending, Apple TV+ could eye a deal to expand its sports catalog.

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5.

Instead of only relying on pre-scheduled ad breaks, advertisers are finding ways to engage viewers when they hit pause.

Super Bowl LIX sets new all-time viewership record: The game averaged 126 million viewers across TV and digital platforms, a 2% increase from last year, with streaming playing a major role in its success.

Streaming video prices were up 12.6%, well above the 3.6% consumer price index (CPI) increase, per an EMARKETER analysis.

Netflix’s ad business reaches maturity: The company is launching its own ad tech stack ahead of Upfronts.

Connected TV (CTV) and streaming services will make new inroads this year to further capture audiences and enhance offerings to marketers. Precise measurement and predictable buys are giving those that opted out of linear TV the confidence to invest in streaming.

Tubi will get a big boost from a free Super Bowl broadcast: Fox is looking to grow its FAST service with free access to the big game.

This year, as the digital ad spend outpaces the time consumers are spending on the medium, media companies are leaning into revenue drivers like commerce media while also investing in content that builds community.

Repetition can make for a successful campaign, like when Temu played the same ad five times during last year’s Super Bowl and saw a 45% spike in app downloads, per Harris Poll. However, overexposure runs the risk of irritating your audience.

Venu Sports is officially dead: Disney, Warner Bros. Discovery, and Fox are scrapping the controversial sports streaming service to focus on existing products.

Don’t count Roku out: The CTV provider hit 90 million US households, cementing its leadership even as the sector undergoes major consolidation.

As connected TV takes center stage in advertising, brands are turning to creative strategies that capture attention and maintain audience engagement. Strong branding and frequent updates to campaigns are key to staying ahead in the competitive streaming space.

Mobile-first gaming leads the charge into 2025: Smartphones and portable consoles are reshaping gaming as enhanced hardware makes premium mobile games a competitive force.