The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour—up from 2 to 3.5—placing it alongside Hulu and Paramount+ in volume. This aligns with Amazon’s effort to scale its connected TV inventory and offers buyers greater reach. Our take: The added ad time could shift Prime Video’s role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.
The news: Adobe and Amazon are redefining how marketers produce video ads by launching new generative AI tools aimed at small and mid-sized businesses. Adobe Express for Ads, unveiled today, supports direct publishing to platforms like Google, Meta, and TikTok, while Amazon’s AI video tool can transform product pages into multiple ad variants. These tools cater to resource-limited advertisers seeking scale and performance. Our take: The video ad market is maturing fast—and AI is making it more accessible. As more marketers pilot GenAI tools, early adopters will gain an edge in personalization and efficiency, turning creative experimentation into reliable results.
The news: Rewards app Fetch and measurement platform Kochava teamed up to offer loyalty rewards to streaming users, per Marketing Brew. Loyalty+ users can earn points from streaming movies or series, watching specific episodes, or downloading streaming apps. Video on demand (SVOD) services can offer incentives based on their chosen KPIs. Our take: Little treats from big streamers can add up and boost loyalty, provided the incentives are worthwhile and requirements aren’t burdensome. Watching TV for several hours for a fraction of a Starbucks drink, for example, won’t likely improve platform stickiness.
The news: Warner Bros. Discovery (WBD) plans to split into two separate public companies by 2026, one focused on streaming and studios and the other on global cable networks, the company announced. Its streaming company will include HBO Max and WBD’s movie properties, while the global networks company will include TNT Sports, Discovery, and CNN. Our take: WBD’s move emphasizes that sticking with a one-size-fits-all model is no longer viable given traditional TV declines and the rise of streaming. Managing decline while pursuing growth requires two fundamentally different playbooks.
The news: National TV ad revenues will fall 11.4% this year, hitting $35.3 billion, while streamers are expected to rise 26% to $7.8 billion, per a Madison and Wall projection reported by MediaPost. Our take: Advertisers should continue shifting strategies to align with viewing habits and consumer behaviors—but remain cautious about complete CTV adoption, as opaque ad placements and looming economic pressures spell an uncertain future.
The news: Amazon’s Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon’s shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale—it’s redefining what CTV access looks like in 2025.
The news: The NBA held steady at 4,668 brand sponsors between 2023 and 2024, but total sponsorship revenues rose 8% to $1.62 billion, thanks to jersey patch deals, venue launches like the Intuit Dome, and record-breaking player endorsements. The Golden State Warriors alone brought in over $200 million, and rookie Jared McCain set a league record with 30 personal brand deals. Our take: The NBA is deepening its value to advertisers, not just expanding reach. With media rights deals and Amazon integration elevating its commercial footprint, the league is fast becoming one of the most lucrative platforms for modern marketers.
LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.
The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising’s future at its IAB Tech Lab event—and proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action—but advertisers must reimagine their creative strategy to capitalize on this potential.
Short-form “microdrama” content is surging in China. As the format gains popularity, streaming platforms are exploring new ways to monetize and export the phenomenon to overseas markets.
Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are—on mobile and with creators.
YouTube brings side-by-side ads to livestreams: The move could help convince creators and advertisers that YouTube is the go-to livestream choice.
Lens integration sidesteps users to search without leaving the app. It sets up future monetization even if beta excludes ads and affiliate links—for now.
Disney introduces perks programs for Disney+, Hulu: The programs aim to entice new subscribers and keep existing subscribers around if budgets tighten.
Most consumers divide their time across gaming, music, podcasts, and social, but streaming remains on top—even as mobile becomes the default for short- and long-form video.
Prime Video offers show-level ad reporting: The move positions it as a testing ground for streaming’s evolution, where transparency matters as much as viewer data.
Netflix and BBC team up for new podcast: While Netflix teases video podcasts on its own platform, work needs to be done to win over audiences.
On today’s podcast episode, we discuss how much the merger with xAI can move the needle for X, if the social platform can recoup the kinds of ad dollars it was making before Elon Musk bought them, and where X users have migrated to (if anywhere). Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Marisa Jones and Emmy Liederman. Listen everywhere and watch on YouTube and Spotify.
Indy 500 hits viewership record in its first time airing on Fox: The event highlights the ongoing battle for media companies to secure sports rights.
YouTube’s hiring of ESPN veteran Justin Connolly triggers a Disney lawsuit: The clash underscores rising tensions over live sports streaming supremacy.