Content spend hikes will also come from global sporting events like the World Cup and the Winter Olympics in Milan - with higher content spend coming for streaming/CTV platforms.

Over the last five years, video game adaptations have grown to 272 titles, with 62 in 2024 alone.

Core local TV ad spend is expected to slip 1%, mainly due to over-the-air TV ad spend declining 2% to $13.7 billion. Local cable ad spend will also drop - 9% to $2.0 billion.

Cinema United says "movie theaters connected with a wide range of consumers this past year from building loyalty by investing in experiences to provide something for everyone on the big screen."

Amazon has boosted impressions by over 60.7% to 18.2 billion in a two-month period from Oct. 1- Nov. 30, leading into the last month of the holiday season.

Streaming platforms, with growing football content, pushed the overall ad-supported share of all linear and streaming TV to 72.9% in Q3 2025 for viewers age 2 and up, according to Nielsen.

S&P Global Market Intelligence research finds 73% of Gen Zers get better TV/movie recommendations from social media vs. broader online video-services platforms, and 76% say "social media services create more content that is personalized for me than TV/video services."

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.