Disney announced a new vertical video format for its platforms, inspired by TikTok, to enhance user engagement across various content types. They also introduced tools for advertisers, including a video generation tool and a measurement system to improve campaign effectiveness.

YouTube is generating substantial revenue but struggles to attract big TV advertisers and gain prestige like Netflix. The article discusses YouTube's past original programming efforts, the changing landscape with creators producing their own content, and the potential benefits of reviving original content to appeal to advertisers and enhance its entertainment legitimacy.

Tubi's 2025 Retail and Holiday Study reveals that nearly half of viewers make purchases after seeing ads while streaming. The study shows strong connections between brand trust, nostalgia, and spontaneous shopping among a diverse audience. Many viewers plan to cut streaming subscriptions but still intend to spend on gifts.

New research highlights that low-frequency advertising in streaming fails to build effective brand memory. It argues that high exposure frequency is essential for long-term brand impact, a factor often overlooked in modern marketing strategies. The study found that brands shifting from linear TV to streaming experienced declines in site visits, indicating the importance of frequency.

The article discusses how the concept of "TV" is evolving beyond traditional broadcasting to include social media and short-form content. It highlights that younger audiences, particularly Gen Z and millennials, prefer authentic, relatable content from independent creators over high-budget productions. As advertisers and studios adapt, they must embrace a broader media ecosystem that includes various video formats and platforms.

Disney reported a 7% revenue increase in fiscal Q2, driven by its direct-to-consumer segment, which includes Disney+, Hulu, and ESPN+. CEO Bob Iger outlined a plan focusing on user experience and technology enhancements, while the company seeks to strengthen its advertising offerings and brand integrations to adapt to market demands. Disney is leveraging data to maximize advertising effectiveness, with successful brand integrations evident in its streaming content.

Free ad-supported television (FAST) channels are experiencing significant growth, with an estimated 1,755 services available in key markets, marking a 67% increase since last year. Major players like Samsung, LG, and Tubi are enhancing their offerings, while viewership for platforms such as Pluto TV and Tubi continues to rise dramatically. Industry experts highlight the advantages of FAST, including audience control and reduced barriers to access compared to traditional paywall models.

Tubi has positioned itself as a leading platform for streaming advertising by introducing new ad products and partnerships tailored for specific industries during the Interactive Advertising Bureau’s NewFronts. With a focus on performance and bespoke solutions, Tubi aims to enhance ad effectiveness for marketers targeting its predominantly Gen Z and millennial audience. Notable developments include partnerships with Amazon for retail media integration and innovative ad formats designed to improve viewer engagement.