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.

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).