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Are Disney+, HBO Max, Hulu, Discovery+, and Peacock on their way from five to two? Our analyst Jeremy Goldman thinks it could happen by 2025. He shared his thoughts on a recent 鈥淏ehind the Numbers鈥� podcast.

Everyone knows the expression 鈥渓ike a kid on Christmas morning.鈥� But what if we told you that it鈥檚 not just children who are hoping for the season鈥檚 hottest toys?

In 2023, the number of US scripted series declined by 14% over the prior year, according to FX Networks. For years, content production soared, with gains occurring nearly every single year. The drop-off that occurred last year is unprecedented.

There were 559 original scripted TV series made in the US in 2021, according to FX Networks. That鈥檚 more than twice the number made a decade prior.

It鈥檚 been an upfronts season like none other as digital creeps into linear鈥檚 territory and the Writers Guild of America writers鈥� strike rages on. 鈥淲e鈥檙e kind of at an inflection point,鈥� said our analyst Paul Verna. From a buyer鈥檚 market to tumult at NBCUniversal, here are five trends Verna noted from upfronts so far.

Because data clean room technology is so new, it involves a lot of trial and error for marketers to get their strategy right. However, there are ways that brands can set themselves up for success, including creating a strategy that can be used across multiple clean rooms, having an identity solution in place, and working toward a holistic customer view.

What the end of the WGA strike means for streaming鈥檚 future: Pressure to boost revenues and drive down costs will force dramatic decisions.

Before the pandemic, Roku, Hulu, and YouTube made up about half (45.9%) of the US connected TV (CTV) ad market. That market has expanded significantly. Despite solid US CTV ad revenue growth across all three companies, their combined share will account for around one-third of the $26.92 billion that will go to CTV in 2023.

In many Western European countries, consumers remain content with traditional pay TV options. A similar pattern is playing out for digital audio, wherein traditional radio is holding the line in places like Germany and France more successfully than it is in North America. Central and Eastern Europe will grow its user count much more quickly in the near term鈥攂ut from a far lower base.

As retail media enters its next phase, marketing efforts are moving up the funnel toward new formats like open web, social, and streaming TV. By leveraging partnerships with social media companies, streaming platforms, and publishers, retail media networks can reach consumers earlier in the buying cycle and build brand awareness.

On today's episode, we discuss the AI conversation that no one is having, how much people watch YouTube on TV, United Airlines showing personalized ads on seat-back screens, the best tasks for smart home robots, the state of working from home, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, director of forecasting Oscar Orozco, and vice president Paul Verna.

Our analysts have already shared what they think will be the biggest trends of 2023, but we鈥檙e not done with the crystal ball just yet. From patchwork TV measurement to Meta cashing in on its messaging apps, our team revealed some thoughts on what鈥檚 to come in the year ahead.

Max canceled 26.9% of its shows between January 2020 and August 2023, ahead of streaming鈥檚 overall cancellation rate of 12.2%, according to Variety Intelligence Platform and Luminate.

Following two tough years, US OOH ad spending will near its pre-pandemic levels in 2022, as advertisers embrace traditional outdoor placements, particularly billboards.

Target pulls LGBTQ-themed items ahead of Pride Month: The retailer succumbs to pressure after store associates experienced threats.

As the retail media industry evolves, marketers are embracing new formats such as open web, social media, and streaming TV to reach customers earlier in their buying journey and increase brand recognition. To accomplish this, we鈥檒l see retailers form collaborative alliances with social media companies, streaming platforms, and publishers.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

TikTok is intent on growing livestream sales: The platform plans to open live studios and is testing ways to make all content shoppable, even as retailers shift focus to shoppable TV.

Roku in talks for exclusive MLB Sunday broadcasts: A shift from NBC to Roku could reshape sports streaming landscape.