Media companies are rethinking the value of owning the full stack.
Sony is tightening control over PlayStation’s digital transaction while investing in Cosm and expanding its position in premium, out-of-home entertainment. Comcast is separating NBCUniversal and Sky from its connectivity business, giving entertainment a clearer financial scorecard. Paramount’s Warner Bros. Discovery deal is showing how streaming, news, sports, and TV consolidation now brings meaningful public-policy scrutiny. At the same time, marketers have more behavioral data than ever, while still struggling to understand the context behind consumer decisions.
Omdia: Big Tech companies to dominate connected TV advertising market by 2030
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OTT.X BUZZ: State of Streaming – Mid-Year Review - August 12th
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What Viewers Say About the TV App User Experience
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Webinar: Winning the Content Supply Chain with Better Metadata - August 5th
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Fox, Telemundo will Set World Cup Records Even with Host-Team Exits
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Bango: Sports Fans Willing to Switch Broadband, Wireless Operators for Easier Access to Games
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The Full Stack Is a Tax
Media companies are rethinking the value of owning the full stack.
Sony is tightening control over PlayStation’s digital transaction while investing in Cosm and expanding its position in premium, out-of-home entertainment. Comcast is separating NBCUniversal and Sky from its connectivity business, giving entertainment a clearer financial scorecard. Paramount’s Warner Bros. Discovery deal is showing how streaming, news, sports, and TV consolidation now brings meaningful public-policy scrutiny. At the same time, marketers have more behavioral data than ever, while still struggling to understand the context behind consumer decisions.
The Take
The winning strategy is selective control.
Own the parts of the value chain that create pricing power, customer data, premium experiences, and durable audience relationships. Make every additional asset justify the capital, operating complexity, and regulatory exposure it brings.
Sony is building around the transaction and the premium audience moment. Comcast is separating businesses with different financial logic. Paramount is discovering that scale comes with public obligations. And marketers are learning that data creates value only when teams understand the people behind it.
The full stack can create leverage. It can also become a tax.
Read the Full Analysis: The Streaming Wars
Omdia: Big Tech companies to dominate connected TV advertising market by 2030
Global connected TV (CTV) advertising revenue is on pace to nearly double over the next five years, with Google, Amazon and Netflix expected to control half of the market by the end of the decade, according to new research from Omdia.
The forecast from Omdia shows global CTV advertising revenue will grow from $44 billion in 2025 to $81 billion by 2030, reflecting the continued shift of ad spending from traditional television to streaming platforms, smart TV operating systems and connected-device ecosystems. The research firm said CTV ad revenue is expected to surpass all traditional linear television advertising during the 2030s.
The forecast puts a direct spotlight on the changing balance of power in television, where technology companies are increasingly positioned between viewers, content owners and advertisers. Omdia said Google, Amazon and Netflix are expected to capture a combined 50 percent of global CTV advertising revenue by 2030.
“The battle for the living room is no longer only about streaming content,” Maria Rua Aguete, the Head of Media and Entertainment at Omdia, said in a statement. “It is increasingly about controlling the platform, the advertising layer, the operating system, the data and ultimately the consumer relationship.”
Google is projected to remain the largest player in the global CTV advertising market, with Omdia forecasting the company will account for 26 percent of revenue by 2030. Amazon is expected to capture 13 percent of the market, while Netflix is projected to represent 9 percent.
Omdia said Google’s position is supported by YouTube’s large connected TV audience and the company’s broader advertising infrastructure. Amazon is using Prime Video and its retail media business to expand its television advertising footprint, while Netflix continues to scale its ad-supported subscription tier in markets around the world.
Read the Full Story: TheDesk.net
OTT.X BUZZ: State of Streaming – Mid-Year Review - August 12th
The streaming landscape continues to evolve as AI, live sports, advertising, platform innovation, and changing consumer expectations reshape the competitive environment. Midway through the year, industry leaders will examine the trends that have defined 2026 and discuss what organizations should be preparing for in the months ahead. decisions.
Key Takeaways
- The biggest trends shaping the streaming industry in 2026
- How AI, evolving consumer behaviors, and new business models are transforming the media landscape
- The opportunities and challenges organizations should be preparing for in the months ahead
- Expert perspectives on where the streaming industry is headed next
Hear perspectives from executives representing leading streaming platforms, technology providers, and media analysts as they explore the opportunities, challenges, and innovations driving the next phase of streaming.
What Viewers Say About the TV App User Experience
Content may arguably still be king, but viewers favor streaming TV app interfaces and user experiences that get them into relevant content faster and without friction – while some say a poor UX is reason enough to cancel a service altogether.
These are a few of the insights gleaned from the latest consumer survey and study fielded by Hub Entertainment Research, in partnership with CTAM, into how viewers feel about their TV app user experiences, existing pain points and some potential feature favorites.
Off the bat, one thing worth noting from the report is what viewers compare their TV app experience to.
As others in the streaming industry have pointed out, streamers and CTV players are not just competing with each other but rather the wide and diverse array of apps and entertainment options out there that people spend time with and give attention to.
That sentiment came through via Hub’s data which found users judge their TV app experience against that of all other apps across categories, including Instagram and TikTok.
First, some good news for TV apps: Overall, users appear to be generally satisfied with the experience.
Per the findings, 90% of respondents are at least somewhat satisfied with their TV app experience (note, this specifically states that Hub isn’t asking about quality of content within said app but rather the design and user experience).
And of those, a healthy 48% report being very satisfied, while just 2% said they were somewhat or very dissatisfied.
TV apps also appear, for the most part, to be delivering relative to app experiences in other categories.
Read the Full Story: StreamTV Insider
Everyone’s Mad at the World Cup’s New ‘Hydration Breaks’—Except Mr. Moneybags Over Here
As streaming platforms continue to scale and premium live events move to digital distribution, metadata has become a strategic asset that powers every stage of the content supply chain. From content onboarding and rights management to discovery, distribution, and monetization, organizations are increasingly relying on standardized metadata and interoperable workflows to improve operational efficiency and audience engagement.
Key Takeaways
- Why metadata is foundational to today's streaming ecosystem
- Best practices for improving content discoverability and operational efficiency
- How AI and automation are transforming content workflows
- Strategies for building a scalable, future-ready content supply chain
Join experts from across the media ecosystem as they discuss how standardized identifiers, AI-powered workflows, and modern metadata practices are helping organizations streamline operations, reduce friction, and prepare for the next generation of streaming.
Fox, Telemundo will Set World Cup Records Even with Host-Team Exits
Despite the U.S. and Mexico exiting the World Cup before the quarterfinals, the event will set English-language records for matches across Fox, FS1 and Tubi, as well as Spanish-language records across Telemundo and Peacock. Through the U.S.-Bosnia & Herzegovina game in the Round of 32, Fox Sports remains up around 114% from the same point four years ago for the World Cup in Qatar, which aired in the winter amid football season and didn’t have a Round of 32.
The increase comes amid 26.4 million viewers for that U.S.-Bosnia game, which marked an English-language soccer record in the U.S., passing the final of the 2015 FIFA Women’s World Cup Final on Fox (22.3 million viewers). That’s a figure on par with most of the NFL Divisional Playoff games from this past season. Fox Sports President of Insights & Analytics Michael Mulvihill told Variety that there is also a “high proportion of multi-generational viewing that ... is incredibly valuable to advertisers.”
Telemundo/Peacock are averaging around 5 million viewers for its matches, up over 120% from four years ago. Much of that audience -- almost half -- continues to come from streaming. Former Telemundo Deportes President Ray Warren tells SBJ that comes from an advantage that NBCU started to establish in previous World Cups, when Fox did not yet have a dedicated streaming platform (like it does with Fox One now). “We were doing meetings every night in Qatar at 1am and the Peacock people -- it was like Christmas morning every day when we would hear the numbers that we had delivered,” Warren said of the 2022 streaming data. “There was no other tent to go in. They came into our tent. Some left and a whole lot didn’t. So yeah, it was the gift that keeps on giving.” Telemundo/Peacock tacked another 9.8 million viewers for the U.S.-Bosnia game, with 4.8 million of those from streaming.
But Telemundo’s big win has come from Mexico games. Final numbers are not out yet, but preliminary figures show that Mexico’s loss to England in the Round of 16 will draw at least 23 million viewers, which already is a Spanish-language soccer record in the U.S., passing the 18.9 million for Mexico-Ecuador in the Round of 32.
Read the Full Story: Sports Business Journal
Bango: Sports Fans Willing to Switch Broadband, Wireless Operators for Easier Access to Games
Live sports has become such a confusing endeavor across streaming television services that many fans are willing to switch their phone or broadband Internet provider if it meant having simpler access to the games they want to follow, according to a new consumer survey released by technology developer Bango this week.
The company’s latest “Subscription Snapshot” report found that 43 percent of Americans would change providers for a stronger sports streaming bundle, while 42 percent said they would pay more if their current provider included the sports programming they care about.
Sports is becoming increasingly fractured across streaming services, with rights to National Football League (NFL), Major League Baseball (MLB) and National Basketball Association (NBA) games split across several premium apps during the regular season. The situation is even more-confusing for leagues like the MLB and NBA that have local TV agreements, where most regular-season games are relegated to a free broadcast network, premium regional sports channel, streaming app or some combination of the three, in addition to national games offered by Amazon’s Prime Video, YouTube, Netflix, ESPN Unlimited and Comcast’s Peacock, to name a few.
The FIFA World Cup tournament has emerged as one global sporting event with high interest in the United States where each match is relatively easy to find: On traditional pay TV, games in English are available on Fox and FS1, while Spanish-language games are offered on Telemundo and NBC Universo. On streaming, the situation is even easier: Pay for Fox One ($20 per month) and get all the games in English, or pay for Peacock Premium ($11 per month) and get all the games in Spanish.
Read the Full Story: TheDesk.net
In Case You Missed It
- Netflix Is Buying YouTube Calories on the Cheap. The Streaming Wars
- Ask Skip: Search Isn’t Dying. The Search Box Is. The Streaming Wars
- Netflix Is Great at Discovery. Durability Is Becoming the Bigger Business Challenge. The Streaming Wars
- Hollywood’s Best Development Executive Doesn’t Work in Hollywood. The Streaming Wars
- Microsoft’s Xbox Reset Shows Gaming Has Become a Margin Business. The Streaming Wars
- Sky Just Bought the Scale Britain’s Broadcasters Couldn’t Build Alone. The Streaming Wars
- How Trials, Discounts, And Promotions Drive Subscriber Growth. The Streaming Wars
- Sony’s Disc Phaseout Turns PlayStation Into a Cleaner Digital Revenue Engine. The Streaming Wars
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