Streaming’s new reality is testing viewers as rising prices, heavier ad loads, and uneven experiences push them to reassess what they keep. Value, tolerance, and convenience now drive the fight for attention.

TiVo DVRs, Microsoft’s Windows 10, and Apple’s short-form video app Clips have all reached the end of the line in recent weeks. Each defined a digital moment—or a glimpse of the future—before succumbing to the same inevitable march of progress. The best brands treat change not as loss but as momentum by moving users, data, and goodwill forward before obsolescence arrives. Every innovation carries its own expiration date. Brands that don’t write their ending risk having it written for them.

Streaming makes ad spending gains, Netflix experiences growing pains, and advertisers encounter a soft upfront market.

Major streaming services like Netflix and Disney+ dive into advertising while more viewers cut the pay TV cord.

Connected TV and programmatic video ad spending continues to exceed expectations in the US.

With growing subscription and advertising revenues, digital video’s future remains bright. But there are numerous questions that will affect its development.

Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

Digital video subscription fees are rising amid a cord-cutting surge, and Netflix, Disney, and YouTube are chief among those reaping the benefits.

The video streaming industry has become more competitive than ever, and marketers are figuring out how to build media plans around the fragmented market.

eMarketer vice president of content studio Paul Verna discusses why YouTube changed, then quickly reversed course on, its creator verification program. He also talks about how many and much people pay for SVOD services, Sling TV's and TiVo's commitment to placing pre-roll ads on DVR recordings and more.

Subscription-based video is growing across a broad spectrum of services, from on-demand platforms like Netflix to aggregators that deliver live TV over the internet.

US digital video ad spending is on track to exceed our previous forecasts, while TV also got a bump thanks to increased political spending in H2 2018.

Most digital display ads are now purchased programmatically in the US, but what’s next? We explore why digital audio, out-of-home and television are prime targets for programmatic buyers.

Connected TV advertising is expected to grow, albeit not as fast as many would like, and certainly not as fast as audiences are embracing this platform for consuming content. Industry experts are optimistic that the ad dollars will eventually catch up with consumer adoption.

Digital video spending is growing on both ad-supported and subscription-based platforms, while TV ad spending will decrease for the first time since the Great Recession. Time spent on each of those mediums is following similar patterns.

US subscription-based video providers are growing their user bases and revenues as audiences move from traditional pay TV toward digital services they consider more affordable and flexible.