THE FUTURE OF STREAMING IS DIFFERENT AD LOADS FOR EACH VIEWER

28. 8. 2025 | 5 min read As streamers experiment with ad load optimization, their only constraint is the consumer experience.

STUDY USA: NEARLY HALF OF AD-SUPPORTED TV VIEWING IS STREAMING

22. 8. 2025 | 1 min read Streaming accounts for almost half (45.3%) of total US time spent with ad-supported TV, according to a July report from Nielsen.

REPORT: THE ONLY THING BIGGER THAN NFL TV ADS ARE NFL STREAMING ADS

22. 8. 2025 | 7 min read New data from EDO finds that ads during football games on Peacock, Netflix, and Amazon last year were more effective than in-game linear.

STUDY USA: TV IS A MAJOR DRIVER OF HOLIDAY GIFT INSPIRATION

19. 8. 2025 | 2 min read 32% of US connected TV (CTV) users find traditional TV ads useful/helpful for holiday gift info, while 34% say the same about streaming TV ads, according to June 2025 data from LG Ad Solutions.

STUDY USA: CONSUMERS SEE ‘STRONG VALUE’ IN STREAMING BUT ARE ‘VERY CONCERNED’ ABOUT ECONOMY

12. 8. 2025 | 6 min read The newest Hub survey highlights the impact that economic uncertainty could have on the streaming industry.

NIELSEN: AD-SUPPORTED CONTENT REPRESENTED NEARLY 74% OF ALL HOUSEHOLD TV VIEWING IN FIRST SIX MONTHS OF 2025

29. 7. 2025 | 2 min read Ad-supported content across legacy television and streaming platforms watched on household TVs accounted for almost 74% of a TV viewing in the first six months of the year, according to new data from Nielsen.

MARKETING TO GEN ALPHA: HOW BRANDS CAN WIN OVER THE NEXT GENERATION

29. 7. 2025 | 7 min read The cohort represents a major opportunity for advertisers, keying them into future trends in areas like gaming, according to research from Horizon Media.

GOLDBACH ADVANCED TV STUDY: CTV ADS PROVE INCREASINGLY EFFECTIVE

28. 7. 2025 | 5 min read The Goldbach Group, Goldbach Austria, and Goldvertise Media released their eighth Advanced TV study for the DACH region in January 2025. The results once again confirmed the dominance of streaming and the growing use of connected TV. The increasing acceptance and perception of advertising in this medium is particularly noteworthy.

STUDY: 33% OF US INTERNET HOUSEHOLDS SUBSCRIBE TO A DIRECT-TO-CONSUMER SPORTS STREAMING SERVICE

26. 7. 2025 | 3 min read D2C sports service viewers are the heaviest spenders on streaming video services shelling out an average of $111 per month on all streaming subscriptions according to Parks Associates.

“STREAM’S GRAY ZONE” LIVES ON, AFFECTING ONEPLAY AND PRIMA+

24. 7. 2025 | 4 min read It has been exactly three months since the Stream Cinema Community add-on, which plagued not only the official streaming service, ended for unknown reasons. Its "successor" continues to operate.

CZECHS CHANGE STREAMING SERVICES MOST OFTEN IN THE REGION AND DOWNLOAD THE MOST

15. 7. 2025 | 4 min read Czechs often change their streaming service subscriptions and pay less than users in other Central and Eastern European countries, according to a study by WPP Media.

TOTAL TV: THE DIVIDE BETWEEN STREAMING AND LINEAR TV NO LONGER MAKES SENSE—IT’S TIME TO SMASH THE BARRIERS

15. 7. 2025 | 8 min read For several years now, it has been said that the divide between linear and streamed television makes no sense from the viewer’s perspective. After all, when people sit down to watch TV, they don’t think about whether it’s time for linear programming or streaming. They are just watching TV. This issue—along with the inefficiencies of current advertising models and a potential solution in the form of Total TV—was explored in depth in this year’s report by the media analytics company TVREV.

SURVEY: MORE VIEWERS TURN TO STREAMING FOR SPORTS

13. 7. 2025 | 3 min read The latest wave from Hub’s sports tracker shows that in just one year, streaming platforms have made great strides toward becoming the “home base” for sports.

HOW AUTHENTIC PRODUCT PLACEMENT CAPTURES THE STREAMING GENERATION

9. 7. 2025 | 7 min read For many brands, traditional paid media no longer guarantees the results that it used to. Linear TV programming can rack up six-figure invoices, even for start-ups or smaller brands, and more and more consumers are actively avoiding ads on streaming services, no matter the cost.

STUDY PARKS ASSOCIATES: SHOPPABLE TV GROWING IN POPULARITY

27. 6. 2025 | 2 min read While digital goods and services remain the dominant transactions on CTV, consumers are growing comfortable purchasing physical goods through streaming channels and apps, too.

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

25. 6. 2025 | 2 min read 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 | 4 min read 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 TRANSITION OF O2 CUSTOMERS TO ONEPLAY IS NEARING COMPLETION. WE WANT TO CREATE A NEW LOVE BRAND, SAYS NOVA CEO

23. 6. 2025 | 9 min read Nova TV completes a major transition of customers from O2 TV to its new platform, Oneplay. In an interview with e15, Nova CEO Daniel Grunt describes why Nova has given up the successful Voyo brand, how it is handling the technical difficulties that accompanied the launch of Oneplay, and explains where the new streaming giant plans to go next. “Globally, we are seeing a trend of a decline in pay TV in favour of streaming services,” says Grunt, explaining the end of O2 TV.