Free ad-supported streaming TV (FAST) services are attracting more viewers, but advertising growth isn't keeping pace. Low ad prices appeal to brands, but heavy ad loads and inconsistent reporting raise questions about performance.

Creator-led movies like "Obsession" helped the summer box office break all-time records, and brands are racing to capitalize on their creator partnerships and refine creator media for a wider audience. Experts warn that brands still have lessons to learn. "Stop being afraid of the risk-taking aspect," filmmaker and creator Gray Fagan said at Advertising Week New York, recounting how HBO Max handed control of its social media brands to college interns, including himself, and saw massive success. "They gave us control. They took that risk, and a bunch of brands followed after because we were one of the first on there."

FAST fragments advertiser reach: Free viewing attracts value seekers, making cross-platform buying and flexible budgets essential.

Vertical video has moved from social-feed novelty to full-funnel engagement infrastructure for streaming services and social commerce platforms. Vertical video's expansion beyond social feeds into streaming apps and shoppable commerce has made it a standard format in the competition for attention. That opportunity also brings considerable challenges.

This benchmark covers how ad buyers can calibrate their TV and CTV ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.​

In July 2026, we analyzed 3,210 ChatGPT responses across eight media and entertainment categories to compile the EMARKETER AI Visibility Index.

Fox is acquiring streaming platform Roku for $22 billion, creating what analysts call the third-largest player in US streaming by share of viewing. The deal gives Fox direct access to Roku's 100 million households worldwide and positions the combined entity to dominate the free ad-supported streaming TV (FAST) market. "For Fox it really jumpstarts their digital ad revenues," said our analyst Ross Benes on a recent episode of "Behind the Numbers." "Fox is still mostly a legacy company, and what they do have for streaming has largely been acquired, such as Tubi."

Consumers embrace ad-supported TV: Price outweighs avoiding ads in perceived value, giving marketers more engaged audiences on free streaming platforms.

Disney+ eyes free streaming: A no-cost tier could draw more viewers, challenge YouTube's lead, and broaden Disney's ad-supported reach.

This FAQ covers how much consumers spend on subscriptions, where fatigue is emerging, and how brands keep recurring revenue durable.

Financial media networks’ transaction data across tens of millions of merchants and retailers gives advertisers a fresh angle when planning and measuring campaigns. This is a crucial value proposition made by PayPal Ads to advertisers looking to convert customers and compare allocations between various retail media networks.

Why every streamer wants podcast deals: A flurry of exclusive video deals offers streamers a low-cost way to drive viewership.

After years of uncertainty, TikTok is regaining momentum with efforts in commerce, creators, and entertainment. But rising competition, regulatory pressure, and changing user behavior threaten its next phase of growth.

Live sports represent the last mass TV audience, driving a surge in sports TV ad spending. But ad prices are climbing as demand intensifies, forcing advertisers to face rising costs and limited inventory.

Prime Video blends binge and buy: New Clips turn casual scrolling into instant transactions on mobile.

Roku’s ad engine hums: Q1 ad revenues jumped 27% as 38.7 billion streaming hours and premium CTV formats helped pull marketers from linear TV.

Advertisers running on all nine streaming platforms account for 34% of US streaming TV ad spending, according to a March report from MediaRadar.

New YouTube Stations blend influencer pull with always-on streams, adding premium CTV inventory for brands.