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So cable, a lot of times people encompass everything within that in terms of pay TV. But when you break out pay TV into cable, satellite, telco, et cetera, satellite companies are having a much tougher go of it. Since 2010, the share of cable, just cable households has been nearly cut in half going from 50% to 27.

Social, search, and CTV ad spend trends in Q2: Meta, LinkedIn, Pinterest, Google, and Microsoft show strong performance overall, driven by AI, innovative ad formats, and global expansion—highlighting the increasing importance of digital advertising across various platforms.

Disney+ begins its password-sharing crackdown: The change will give a lengthy boost to ad-supported subscribers, heating up the streaming race.

Disney+ Hotstar to stream Coldplay’s record-breaking India concert: The event signals its push beyond sports to premium live entertainment.

Advertisers and tech vendors look to capitalize on CTV’s growing importance in digital advertising.

Streaming services are offering a multitude of bundles as they try to expand their ad-supported audiences.

On today’s podcast episode, we discuss what actually ends up happening to TikTok, what an X and Truth Social alliance might look like, and who TikTok Shop might enter a joint venture with. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna.

Apple TV+ offers free weekend: A blend of traditional tactics and tech strategy aims to boost subscribers ahead of Severance Season 2.

Meta Advantage+ is increasingly relying on AI: Some campaigns will lose the ability to manually target consumers in an effort to lean on automation.

CNN isn’t done with streaming: In a memo announcing layoffs, CEO Mark Thompson said a standalone streaming service is coming.

X hopes video can reverse declines: A video tab is part of the company’s bet to attract users and advertisers.

Prime Video may take a stab at streaming news: A successful election night broadcast has the streamer exploring options.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

Nostalgia meets innovation: Super Bowl advertisers mix legacy campaigns and tech-focused storytelling to connect with diverse demographics.

NBCU will have to pay extra to keep the Macy’s parade: The retailer wants $60 million for a new Thanksgiving Day broadcast contract.

A major rebound for Disney's streaming sector: Losses cut dramatically to $18 million, while Disney+ adds 6.3 million subscribers thanks to key partnerships.

In 2023, non-pay TV viewers (the sum of cord-cutters and cord-nevers) will surpass traditional TV viewers for the first time. As more and more streaming content is served on ad-supported services, CTV ad spending trends will track viewership of non-pay TV. To view the forecast for traditional pay TV viewers, click here, and to view the forecast for non-pay TV viewers, click here.

Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.

CNBC+ is the latest attempt to bring news networks into streaming: The streaming service will launch in early 2025 as Comcast prepares to separate linear, digital assets.

Max adds 7.2 million global subscribers in Q3: International expansion and ad revenue gains boost WBD’s position in the streaming race.

Fubo pioneers interactive TV ads: New formats aim to move commerce from second screens to big screens with seamless shopping experiences.

The Trade Desk unveils a CTV operating system: The move thrusts the DSP provider into direct competition with leading CTV device manufacturers.

Fox Corp. Q3 fueled by political ads and Tubi growth: Live sports and news strategy drives gains, with digital ads growing.