Why CPMs are falling at Upfronts: Increased inventory and viewership is causing streamers to soften prices during the buying season.

Gaming opportunities for advertisers flourishing: IAB PlayFronts unveiled insights into how marketers can meet gamers where they’re at.

YouTube nears top spot in media revenue: The video giant is expected to overtake Disney (excluding parks), leading the global media industry.

This year, high viewership demonstrates the enduring popularity of the events, name image likeness (NIL) rights are allowing athletes to take part in brand deals, and the women’s league continues to make a bigger splash than in years past.

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

YouTube tops TV rankings: Nielsen’s February data shows YouTube capturing 11.6% of TV viewing, overtaking Disney and redefining the streaming landscape.

On today’s podcast episode, we discuss the next waves to hit the streaming world: which platform will emerge as the streaming hub, how will “content tiers” change viewer behavior and subscriptions, and can streaming maintain sizeable enough audiences for awards shows and Presidential debates? Tune in to the conversation with Director of Podcasts and host Marcus Johnson, our Senior Editor Daniel Konstantinovic, and Vice President Paul Verna. Listen everywhere and watch on YouTube and Spotify.

Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.

FAST streaming is growing fast: The number of active channels has nearly doubled in several key markets, with the US showing the most growth, but user experience remains key.

Disney’s “content everywhere” strategy, broken down: The company is working to maintain advertising dominance by capitalizing on live events.

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.