Marketers should stop treating the home screen as digital wallpaper, a viewer study suggests.
No, my headline isn't a typo. It was just a way of piquing your interest about a new kind of, well, "peak TV."
Audio's old workhorse keeps hauling most of the ad-supported audience.
Research from average daily viewing time across nearly 20 international markets shows YouTube had 99.1 minutes per day in 2025 vs. Netflix at 87.1 minutes.
Can we drill down into all the overlapping behavioral and viewing trends among all the various platforms? This can be a daunting task.
The generation following Gen Z is already developing media habits that should make marketers, media buyers and anyone still debating the future of television pay close attention.
Analysis of 1,611 scripted original shows on premium streamers found viewers waited an average of 21 months between new seasons -- up from the 16-month period in 2022.
There are significant reasons to buy news content -- "meaning advertisers who avoid news scenes altogether are leaving money on the table."
Global CTV-based advertising will nearly double in four years to $81 billion by 2030 from $44 billion in 2025, research and advisory firm Omdia estimates.
FAST's growth shows that consumers aren't demanding fewer ads. They're demanding fewer monthly charges.
Antenna estimates that Disney+ was the fastest-growing service year-over-year, adding 5.4 million. HBO Max was next at 4.9 million with a 12% share.
Even in its "mature era," digital video is still expanding nearly 20% faster than the overall ad market.
People move fluidly between live events, streaming platforms, social feeds, podcasts and merchandise.
A new study found 74% of respondents felt a brand's values "significantly influence" their purchasing decisions and nearly a third say they are "critical," according to video content aggregator
VideoElephant.
The just-published report - the first in a planned series of ongoing studies - also finds there is no rule of thumb for effective frequency. "It depends," says Chief Intelligence Officer Joanna
O'Connell.
Hub Entertainment Research notes that some of the strongest aggregators are led by Amazon Prime Video, where 54% of respondents say they use it to get one or many streaming services.
The e-commerce giant's video platform accounts for roughly 71.8% of all available streaming programs among the major SVOD players tracked.
Over the last six years, streaming subscriptions have tripled in revenue from $63 billion in 2020.
A Harris Poll report finds 90% of streaming viewers are more engaged (vs. social media at 79%) compared to other media competitors on a broader overview basis, while 51% prefer streaming on "bigger"
screens like TV sets.
Netflix and Amazon Prime Video appear to be leading the charge toward international programming, especially as Japan and India open the floodgates.
"While CTV and streaming platforms have advanced audience targeting, consumers may not always recognize or feel the benefits," authors of a new study on digital video and TV advertising say.
Tubi now has access to Nielsen's Audience Measurement and Streaming Platform Ratings; National TV research and Ad Intel services.
The Google-owned distributor of cable and broadcast channels shows strong mental advantage in live sports, morning news and the familiar 'TV is on in the background' use case.
More than a third of marketers say they can't prove incremental return on ad spend.
Networks and platforms anchored by live sports are benefiting from stable viewership and pricing power, while general entertainment channels continue to face sharper audience and revenue erosion.
Disney+ ad revenue is estimated to rise by double-digit percentages, but viewing growth will move more slowly in the next two years. Disney+ is not the only streamer to see slower-moving, low
single-digit percentage gains in viewing engagement data.
Roughly 40 percent of media buyers now view retail media as a full-funnel solution, according to survey data.
Over the last five years, video game adaptations have grown to 272 titles, with 62 in 2024 alone.
Spending on sports media rights for streaming/TV platforms is projected to climb to $78 billion by 2030. The U.S. will drive just under half of those results, rising to $36 billion in 2030 - mostly
from the NBA and the NFL.
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.