STREAMERS SHIFT TOWARDS SCRIPTED ROMANCE AS REALITY DATING SHOWS DECLINE

29. 6. 2026 Global streaming services are increasingly commissioning scripted romance dramas instead of reality dating shows, with more than four out of five new romance titles now scripted, according to new research from Ampere Analysis.

STUDY FINDS GROWING ACCEPTANCE OF ADVERTISING ON STREAMING PLATFORMS

28. 5. 2026 Consumers are becoming increasingly receptive to advertising-funded streaming services, according to new research published by German public broadcaster ARD’s Research Service.

ADVANCED TV STUDY 2026: CONNECTED TV BECOMES PRIMARY VIEWING ENVIRONMENT

21. 4. 2026 Connected TV (CTV) usage continues to diversify across households in Germany and Austria, strengthening its value for advertisers through more targeted and attentive audiences, according to the Advanced TV Study 2026 by Azerion Austria and Goldvertise Media.

WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT

30. 1. 2026 ProSieben and Joyn broke new creative ground with The Masked Singer Germany, transforming traditional product placement into something unprecedented. Seven.One Media worked with Playmobil to create a partnership where the brand did not just sponsor the program or place products within it – instead, the brand became a competing character. The Playmobil Pirate mask sang, performed, and competed alongside celebrities in one of Germany’s most-watched entertainment shows.

WEALTHIER SHOPPERS DRIVE HIGHER RETURN RATES FOR RETAILERS

9. 9. 2025 Higher-income shoppers are more likely to make returns, according to an analysis of credit and debit card data from Bank of America.

MASS COMMUNICATION IS DYING, THE FUTURE BELONGS TO PERSONALIZATION

2. 8. 2025 Why shout through a megaphone to a crowd when you can whisper what interests each individual directly into their ear, asks Michal Orsava, co-founder of Webout.

STUDY USA: YOUNG/OLD TV CONSUMERS’ DIVERGENCE: AVOD VS. FAST

25. 6. 2025 Young and older U.S. consumers continue to show diverging preferences when it comes to legacy and new TV-video platforms, according to ARF’s DASH, a syndicated study conducted in partnership with the National Opinion Research Center at the University of Chicago.

THERE’S A FORMULA FOR CALCULATING VALUE OF ATTENTION, RESEARCH FINDS

23. 6. 2025 There’s a secret to calculating the value of attention, new research suggests, with the winning formula not simply about the amount of time spent but how valuable that time is – and it’s driven by focus and intent.

THE POWER OF GEN X IS OVERLOOKED AS OLDER AUDIENCES DRIVE DUAL-ROI EFFECT

10. 6. 2025 Advertisers remain fixated on youth, but failing to reach older audiences is bad for business when younger consumers turn to their elders for purchasing advice amid uncertainty.

HUB: CONSUMERS STRUGGLE TO DIFFERENTIATE STREAMING SERVICES

19. 3. 2025 Consumers are struggling to find competitive advantages between subscription streaming video services, according to new data from Hub Entertainment Research. Despite strong awareness of many places to watch TV and movies, there has been a decline in viewer confidence in SVOD platforms clarifying what makes their service distinct from one another.

TV CAMPAIGNS MUST BE INNOVATIVE. HOW TO DO IT?

27. 8. 2024 The innovativeness of TV campaigns can be increased by using advanced advertising solutions on multiple TV platforms. By taking a proactive approach, marketers can keep up with the market and anticipate future changes, which is essential to maintain their position as an industry leader.

THE INEFFICIENCY OF SELLING LINEAR AND STREAMING TV SEPARATELY

15. 6. 2024 In the ever-evolving landscape of television, the traditional boundaries between linear and streaming TV are becoming increasingly blurred. Yet, the industry continues to treat them as distinct entities, selling ad inventory separately for each platform.

HOW TO BOOST ENGAGEMENT AND DEEPEN CONSUMER RELATIONSHIPS

7. 5. 2024 Good marketing is all about the consumer. If it isn't geared toward real people, then, honestly, who is it for? Of course, while being consumer-obsessed may seem like common sense, truly understanding your consumer base — and how this audience(s) will change and evolve, is no easy feat. It requires dedication, constant research, and social listening, as well as an openness to learning about different demographics. It isn't a "one and done" approach.

HBBTV: BREATHING LIFE TO BROADCAST TV

1. 4. 2024 In today’s rapidly evolving world of television, viewers are no longer limited to passive consumption of content. They expect an interactive, personalized, and engaging experience that seamlessly blends traditional broadcast with the possibilities of the internet. This is where HbbTV, or “Hybrid Broadcast Broadband TV”, comes into play. For broadcasters and operators, HbbTV gives a great opportunity to monetize existing linear TV capacity with targeted and addressable advertising. The technology is mature and well-tested, and ready for deployment. What is HbbTV? Hybrid Broadcast Broadband TV (HbbTV) is a global initiative that seamlessly integrates traditional TV broadcasts with internet content on connected TVs and over-the-top (OTT) devices like set-top boxes and streaming dongles. It’s a convergence of various technologies including internet data transmission, television broadcasting, and teletext. HbbTV supports interactive features, allowing users to access information on demand. It offers a range of content from standard broadcast TV to IPTV services and supports various forms of digital television content.