Sixty-nine percent of media executives in a recent report said advertising on YouTube for TV "will be used in more CTV campaigns than ever before."

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."