World Cup viewers span every screen: Sports marketers need coordinated TV, streaming, and social campaigns to capture the full audience.
Athletes make Twitch the main event: Unscripted streams deliver trust, urgency, and sponsorship time that standard VOD ads cannot match.
Disney expands AI into CTV advertising: The move could make TV creative more accessible, but only if brands keep tight oversight and quality assurance.
Creator videos capture 26% of viewing time: Creator content is now a core media buy, but brands will need stronger creator fits as competition rises.
YouTube’s ad business stays resilient: Revenues may cool as video budgets fragment, but strong marketer and user demand keep it ahead in creator content.
Apple builds IP for mobile feeds: Its telenovela format blends regional relevance, recognizable talent, owned distribution, and performance data.
Restraining order halts Paramount-WBD deal: The delay clouds 2027 ad planning as brands prepare for one seller or two.
TikTok partners with NBA and WNBA: Pro basketball content extends the ad window and keeps conversations active beyond live broadcasts.
Telemundo lands UEFA soccer rights: Exclusive rights give advertisers year-round access to Spanish-language soccer audiences beyond marquee tournaments.
YouTube ad growth slows: Video budgets are spreading across more platforms, making YouTube one part of a broader media strategy.
Netflix revenues mask engagement strain: Q2 sales rose 13%, but slow viewing gains raise doubts about keeping audiences—and advertisers—engaged.
Brands can gain exposure during high-value sports events without paying steep prices for traditional airtime. This was how Guess Fragrances used data and digital savvy to reach US-based NFL fans during last season’s playoffs. Disney’s asking price for a 30-second Super Bowl ad to run during next year's game is $10 million, per Variety. Meanwhile, sports fans are turning to second screens while watching live sports, creating an opportunity for lower-cost impressions. Nearly 6 in 10 (59%) World Cup fans said they would be watching second screens for FIFA World Cup 2026, per a July 2025 ThinkNow Research survey.
Telemundo leads Spanish-language World Cup viewership: Spanish-language audiences can’t be ignored but require specific ad strategies.
YouTube passes Spotify in UK podcasts: The margin is small, but the change makes video harder for brands to treat as optional.
In today’s podcast episode, we discuss why Fox buying Roku could be good for both companies, bad for both companies, and who stands to be affected the most beyond Fox and Roku. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Ross Benes and Principal Forecasting Writer Ethan Cramer-Flood. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
Netflix seeks new viewing habits: Live channels and bundles aim to lift viewing time as originals lose staying power and engagement cools.
Disney+ eyes free streaming: A no-cost tier could draw more viewers, challenge YouTube's lead, and broaden Disney's ad-supported reach.
Live sports reward streamers with user acquisition: Exclusive events create can't-miss moments that offer engagement and advertising opportunities.
FIFA rights draw bidders: Netflix, Disney, and YouTube weigh $1.5B+ World Cup bids as tougher US kickoff times cloud the investment.
Brands are adjusting to a different setting for this year's FIFA World Cup, as fans of the tournament, which runs through July 19, follow the action on a highly fragmented array of channels, forcing brands to come up with creative ways to engage them. “Hosting the tournament in North America, specifically in the States, is pulling fans decisively off traditional broadcast and into digital and connected TV (CTV) to follow along,” said Rod Paolucci, global head of marketing at Channel Factory. In addition to streaming the games on a big screen, many viewers will be checking social media and other feeds on a mobile second screen.