The longer the ad, the more likely US TV viewers will call it unreasonable. And only half of TV viewers who recently watched the shortest ads—less than 30 seconds—felt the length was reasonable. If viewers must watch ads, they want them to be as short as possible.

More US adults have canceled Netflix so far this year than any other subscription TV or video service, at 6.2%. That said, 68.8% of US adults have not canceled any of these subscriptions.

With Apple TV+, ad-supported streaming becomes the norm: Apple’s service is one of the last to hop on the AVOD trend, but its ad ambitions go much further.

Netflix brings on third-party ad measurement partners: The streamer is trying to ease concerns about its effectiveness and unusually high CPMs.

TikTok’s videos are ideal vehicles for misinformation: Misleading short-form videos are going viral on TikTok and competing platforms, proving that video is difficult to regulate.

It looks like gambling is coming to ESPN: Disney is reported to be close to striking a deal with sportsbook DraftKings.

Amazon’s $1 billion-a-year Thursday Night Football bet appears to be paying off, drawing record Prime sign-ups and reinforcing advertisers’ confidence in Amazon’s streaming tech. Once a pillar of pay TV, live sports have become the next big thing in streaming.

On today's episode, we discuss the details of Netflix's advertising push, which video streaming service has the most impressive content strategy, and how many Americans still have cable. "In Other News," we talk about what to make of Netflix's plans to launch its own video game studio and which is the dark-horse video streaming platform. Tune in to the discussion with our analyst Ross Benes.

Streamers are clamoring for video game adaptations: Netflix’s latest animated series shows why game publishers and streamers are striking so many deals.

Are Disney+, HBO Max, Hulu, Discovery+, and Peacock on their way from five to two? Our analyst Jeremy Goldman thinks it could happen by 2025. He shared his thoughts on a recent “Behind the Numbers” podcast.

Apple replaces Pepsi as the Super Bowl Halftime Show sponsor: As it goes back and forth on a $2.5 billion Sunday Night Football deal, Apple is stepping up to the pop culture plate.

As Facebook, YouTube, and Instagram chase TikTok’s success in cornering short-form video, the race underscores just how important video has become as a marketing channel.

YouTube is toying with its ad strategy. The platform is beefing up Shorts by including ads; it tested users’ ad tolerance by running as many as 10 unskippable ads before videos. The experiment has been a headache for users, but the central question isn't new: How many ads and ad breaks will users put up with?

On today's episode, we discuss why we are heading towards fewer video streaming platforms, what this means for consumers and what this means for advertisers. "In Other News," we talk about what to make of a few positive economic indicators and whether BeReal is about to be copycatted out of existence. Tune in to the discussion with our director of Briefings Jeremy Goldman.

Reels, Reels, and more Reels: Facebook released an API for Reels, allowing users to share short-form videos to the app from outside platforms.

TikTok swoops in to fill the addressability drought: D2C brand spending increased 231%, but its lead won’t last forever.

Streamers won't sacrifice their brands for sports rights: Disney is keeping gambling at arm’s length while Apple and Amazon run from a Saudi golf deal.

On today's episode, we discuss what to note about TikTok's ascent, how much time on social media is spent watching video, and the discrepancy between TV and connected TV ad spend. "In Other News," we talk about how Instagram Reels' engagement stacks up against TikTok's and whether ad-supported video-on-demand (AVOD) ad spending can overtake traditional TV ad spend by 2025. Tune in to the discussion with our analysts Jasmine Enberg and Paul Verna.

Showtime’s time may be over: Parent company Paramount is looking to consolidate its streaming brands under one flagship service.

In July, 83% of US adults said their household has an Amazon Prime Video, Hulu, and/or Netflix subscription. That figure has surged over the past eight years, up from 47% in 2014.