Total media time is increasing in each of these countries. Digital use is the underlying contributing factor, with digital video being the biggest time drain.

Fire TV's new UI weaves ads across screens, tying CTV reach to retail data and programmatic scale.

US adults will spend slightly more time on social networks this year, but social’s share of digital media time is slipping as streaming video surges.

Share of voice reshuffle favors performance as food and beverage brands retreat from TikTok and YouTube, betting on Meta’s scale and attribution edge.

Commerce powers Netflix ads with an Amazon DSP integration that gives Netflix retail-grade targeting as CTV budgets focus on outcomes.

Brands reallocate budgets to blend TV scale with targeting, but walled gardens risk eroding efficiency.

AI-optimized non-skip ads promise full views, but success hinges on premium creative, not forced frequency.

What began as an audio-only medium now spans video formats, connected TV screens, and creator-driven content that rivals traditional television.

Paramount+ rose 17%, but TV ads fell 10% as cord-cutting eroded linear’s base.

Netflix and peers drive 33% more co-viewing and longer sessions than YouTube, boosting ad impact.

OTT video is reshaping how adults spend their media time. Subscription streaming, free ad-supported channels, and long-form YouTube content on CTV are pulling attention away from traditional TV—and expanding total viewing in the process.

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Netflix is reshaping CTV economics as sports, live events, podcasts, and a potential WBD acquisition push its ad tier toward 10% of spend, with $3 billion in sight this year.

Doctors watch less TV than the average US adult, but favor CTV and on-demand—which are prime time for targeted pharma messaging.

Live sports boosted cable viewership in January, but streaming’s dominance signals marketers must balance CTV precision with linear scale.

This FAQ addresses the dynamics marketers must navigate as CTV crosses key tipping points against linear TV.

Media habits keep evolving as digital gains ground faster than traditional declines. Video is absorbing more attention, screens are doing more of the work, and the central battle is for a share of limited consumer time.

Roku wins in Q4 with $1.4 billion in revenues and 145.6 billion streaming hours, cementing its CTV scale and ad growth edge.

Amazon’s Twitch platform is testing pause ads as 51% of viewers act on them, betting on less intrusive formats to drive livestream reach.

Super Bowl ads still spark buzz, but fragmentation and $8 million costs push marketers to second-screen, social, and CTV plays.