The study by Comcast's Universal Ads was largely focused around "emerging brands," which typically and exclusively go to social media for their initial media campaigns.

In describing their favorite shows, 60% of all streaming viewers have recently begun watching a show that has already been on for several seasons, according to Hub Entertainment Research. Just 40% have started watching a new show's first season in the past year.

Over the last three years, 765 brands in 13 markets have placed sponsorships on teams in Major League Soccer - up 12% since 2022. Average spend per brand rose 7% to $452,000.

According to recent Comscore research, 18- to-34-year-old subscribers who are "cord nevers" (cable, satellite, virtual or telco) represent 45% of CTV households.

Video game users ages 16-24 only give 19% of their weekly time to traditional TV and watching movies in theaters compared to 32% who spend time doing console or mobile gaming, and 40% who spend time on social media.

Roku's share of the market dipped 3% in Q3 vs. Q2 this year (36% vs. 37%). Apple TV, now in second place, witnessed a sharp 27% gain (to a 15% share).

Against the backdrop of rising live sporting events for streaming platforms, Netflix is now seeing major viewing results from its investment in the WWE.

Of 172,000 U.S. titles, 67,000 appeared on two or more services as of July 2025, Ampere Analysis says - up vs. 2020, when there was 27% sharing of content on two or more services.

A new Bain & Co. report finds 65% of gamers say "ads interrupt my gaming experience." The research also shows gamers are making more in-game purchases based on in-game ads - 46%, up from 40%.