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The news: Roku has hit a landmark 90 million streaming households, it said Wednesday, reaching a significant milestone as mergers and acquisitions shake up the connected TV (CTV) and streaming sectors. Zooming out: Roku has firmly established itself as a leader in both the US streaming and CTV markets, but its future in the saturated and rapidly consolidating industry is uncertain.

Rather than chasing a streaming-only future, Comcast is doubling down on a hybrid approach, integrating broadcast, streaming, and theatrical content. While live sports and premium content will drive growth鈥攖he company shared news on that front at CES鈥擯eacock鈥檚 profitability remains a challenge.

And they're going to be streaming games starting from next season, 2025/26 on Prime Video, where the company also streams some NFL games. And this year began to show hands on the service to what Jeremy was saying. So that's a huge driver of this. Marcus Johnson (17:55):.

New Zealand led the region in streaming stick/device ownership. Some 29.5% of respondents owned a streaming stick or device, significantly higher than the regional average of 8.8%. On-demand video streaming adoption was the highest in the region. Some 96.1% of respondents reported watching on-demand or streaming services, surpassing the regional average of 89.9%.

Why it matters: The streaming giant's sports strategy extends beyond immediate viewership. The NFL deal represents a broader push into live sports. The company鈥檚 WWE streaming rights begin in 2025, and a successful NFL stream could position Netflix to win rights when they go up for grabs again next year. Future rights include the Women's World Cup in 2027 and 2031.

Disney is encouraging its viewers to play. Instacart is balancing food content and advertising. YouTube is experimenting with less-intrusive picture-in-picture placements for livestreams. Here is how advertisers can capitalize.

Amazon's NBA streaming package will deliver 66 games with integrated advertising opportunities beginning in late 2025. Amazon is projected to generate $750 million in NBA streaming ad revenues alone, per MoffettNathanson analysis. Sports viewing habits show clear demographic patterns:. Adults 55 to 64 watch 5.2 hours of live sports weekly versus 1.9 hours of highlights.

Music/audio streaming penetration was at 79.4% of respondents, reflecting a decline of 1.1 percentage points YoY. But since 2019, adoption has jumped from 71.2%. Respondents in the US were asked if they used Pandora, which was not available in any other countries. The differences among demographic groups were more pronounced in digital audio streaming than for video streaming.

Our take: Apple's blend of traditional marketing tactics with its tech-forward approach represents a calculated move in the premium streaming wars. As with its recent move to make Apple TV+ available on Prime Video, the platform is innovating around the edges.

When it comes to CTV, said Benes, each stakeholder鈥攖he advertisers, the streaming services and the vendors鈥攎ust make changes to foster more effective buys. 鈥淭he streaming services have to get better about being honest on audience parameters so that they aren't taking more spend than they can deliver on the particular target,鈥� he said.

On today's podcast episode, we discuss if 鈥楯ust Walk Out鈥� technology will ever catch on at scale, how different generations respond to self-checkout, and what the next iteration of in-store payments will look like. Listen to the conversation with our analyst Sara Lebow as she hosts analysts Sky Canaves and David Morris.

Media analysts expect to see ads soon on its streaming service, Apple TV+. Search will be a tempting addition. Also, Siri getting an AI makeover, they point out, designed to help users with the kinds of tasks for which they might previously have sourced the web. So Apple's definitely one potential. Paul, is that who you start with? Paul Verna (12:16):.

Fubo calls for Congressional oversight on a major streaming venture: claims it monopolizes 80% of US sports broadcasts.

Despite a crowded streaming field rife with advertising competition, Netflix鈥檚 record Q4 for subscriber growth and strong holiday performance solidified its place as a leader for premium streaming inventory. Its two Christmas Day NFL games were the most-streamed in the league鈥檚 history, and 鈥淪quid Game鈥� season 2 quickly became one of its biggest hits.

On today's podcast episode, we discuss whether GenAI is just a solution in search of a problem to fix, how the video streaming world has shifted already this year, how significant of an ad battleground the back seat of a cab can be, how fast people need things delivered, what the most popular pets in America are, and more. Tune in to the discussion with our analyst Blake Droesch and vice presidents of content Suzy Davidkhanian and Paul Verna.

For age, household income, and household location, the usual large divides weren鈥檛 as pronounced for streaming, which is evidence of widespread usage. While audio consumption in Canada shifted to streaming in terms of time spent, adoption rates for radio and music streaming were neck and neck. Some 72.1% of respondents listened to radio compared with 72.0% who listened to digital audio.

Respondents in China continued to favor online TV/streaming over live TV: Streaming penetration was 90.8% (up 4.5 percentage points YoY), while live TV penetration was 83.3% (up 6.7 percentage points YoY). The streaming video viewership rate of a group of named international and domestic services was 89.7%.

In anticipation of this shift, streaming services, advertisers, and their vendors must address lingering pain points in the CTV ad experience. Advertisers should work with trusted partners and spread money out. Streaming services and their vendors should optimize the user experience (UX) for ad-supported viewers.

As 2023 comes to an end, this is the data you need to kick-start 2024.

Shop while you stream: Disney is beta testing its first native streaming shoppable ad format, Gateway Shop. Disney says streaming viewers will receive personalized prompts for products via mobile push notifications or email, enabling them to purchase items without disrupting the viewing experience. Unilever is one of the first brands to test the ad format.

Clearly, linear TV and streaming viewer patterns are heading in opposite directions. However, when it comes to generating ad inventory, linear TV far outstrips streaming. In Q2 2024, cable and broadcast linear TV accounted for nearly 90% of the time viewers spent watching ads on TV screens, according to ESHAP鈥檚 analysis of Comscore data.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.