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.
Explicit details were not disclosed, but Nielsen said the integrations enhance its "advanced audience" data offerings.
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."
Andy Brown, best known for his role as chairman-CEO of Kantar Media, died May 21. He was 63.
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.
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.
Linear TV is a cost-effective channel with extensive reach and long-term benefits, a new report from Circana finds.
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.
New research from Magid shows a decline in the association of the word “trustworthy” with news
organizations, TVNewsCheck reports. Of 44 emotional attributes surveyed, “trustworthy” ranks 39th. The study will be presented
at TVNewsCheck’s Programming Everywhere conference on April 19 at the NAB Show.
"March was dominated by basketball, and auto advertisers were front-and-center with it," says iSpot.tv's Stuart Schwartzapfel.
By 2028, around 20%-40% of spending among Paramount Skydance, NBCU and Walt Disney will be on sports programming, according to one market analysis from MoffettNathanson Research.
The e-commerce giant's video platform accounts for roughly 71.8% of all available streaming programs among the major SVOD players tracked.
"Social video advertising is becoming the dominant force, reshaping how content is consumed and monetized," says Omdia.
The Advertising Research Foundation's CIMM East Conference began where last year's left off: on an advertising "currency fiesta," per Fox Senior Vice President-Research & Data, Ad Sales' Kym Frank,
who famously made that quip in 2025.
The Comcast report demonstrates TV's role as a full-funnel driver of performance and impact on other ad channels. It finds brand recall increases when TV is part of the media mix compared with
stand-alone channel efforts, according to the data. Recall rises 8.7X when TV is paired with search, 1.8X with social media, and 1.6X with podcasts, according to data in its most recent report.
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.
YouTube has some distance to go to surpass all legacy TV networks, stations, and platforms in total advertising - at around $60 billion per year, depending on the estimates.
Television remains the most influential ad channel at every stage of the purchase funnel, from awareness to purchase consideration.
Agentic agents have become a disruptive tool for brands and agencies to develop complete ad strategies, and are reshaping how the entertainment industry conceptualizes and produces films and TV
series.
"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.
There were roughly 280 million U.S. premium streaming subscribers at the end of 2025 - with major players' share of subscriptions remaining more or less the same.
As of the first quarter, Amazon remains the top worldwide distributor of sports programming content - now with a 38.5% share.
But many use at least one legacy channel - local TV news, Medill reports.
That's according to an analysis from System1, which also found that AI ads for the most part fell flat.
It may seem paradoxical that something we proactively avoid most of the time is something we actively love once a year, but the real paradox is why marketers don't encourage that kind of cultural
embrace of their advertising year-round.