YouTube strikes deal to broadcast first game of the NFL season: The move responds to fans embracing digital for sports and presents an opportunity for advertisers.

Multiview, voice replies, and AI music tools mark YouTube’s pivot from mobile-first to TV-native and raise the bar for creators and advertisers alike.

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

This year, streaming services will finally earn more than traditional TV in subscription revenues.

The traditional TV bundle will further decay as more live sports embrace streaming.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

Ad-supported streaming and live sports are accelerating pay TV’s decline: The largest pay TV providers lost 5 million subscribers in 2023, while SVOD’s market share grew.

In subscription revenues and viewers, YouTube TV has distanced itself from the digital pay TV pack. Digital pay TV is synonymous with a virtual multichannel video programming distributor (vMVPD). It refers to digitally delivered live TV services like YouTube TV and Sling TV.

Netflix and YouTube are siphoning subscription revenues from pay TV’s losses. By the end of 2025, more than half of US video subscription revenues will go to streaming services.

YouTube’s streaming lead is solidified: The platform enjoyed a yearlong reign as the leading streaming service, strengthening its position in measurement negotiations.

Digital pay TV services are slowing cord-cutting. But the rate at which they replace traditional TV defectors is decelerating.

TV ad spending is declining faster than we expected, but CTV is making up the shortfall, resulting in overall market growth.

Sunday Ticket propels YouTube TV to 48% growth: The pay TV service has seen subscriptions jump significantly since it acquired the costly streaming rights.

YouTube has a head start in CTV ad spending: Viewers and media companies are pivoting to digital, but spending shows YouTube is well in the lead.

This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.

Our latest forecasts for TV and CTV ad spending, as well as those for time spent with each medium, point to CTV’s inevitable eclipse of its linear counterpart.

YouTube is no longer separate from the streaming wars: Almost half of its viewership is on TVs, and advertisers are spending heavily on the platform.

On today's episode, we discuss whether there's room in people's streaming lives for the new service "Max," the significance of Montana preparing to become the first state to ban TikTok, why Expedia wants ChatGPT to be your travel advisor, a March Madness finals ratings surprise, YouTube TV launching its multiview feature, where the tradition of sports jersey numbers being retired came from, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of Briefings Jeremy Goldman, and director of forecasting Oscar Orozco.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

Ad-supported video gains viewership, time spent on digital video surpasses TV, and streaming services pivot from audience growth to profitability.