CREATOR ECONOMY

Streaming Wars Still Raging On YouTube

The so-called Streaming Wars may have cooled in terms of how the actual services are competing with one another for subscribers. But on YouTube, many of the top services have seen an uptick in unique viewers as they continue to battle it out for fall season attention. Data from Tubular

Site Traffic

AI-Assisted Headlines Generating Click-Through Rate Lift

In its best use cases, AI can generate significant efficiencies across a variety of industries. And despite valid concerns around how AI will impact site traffic, publishers are also finding success with AI-assisted headlines to generate higher click-through rate lift. Data from Chartbeat shares more around how its Headline Testing

Shift

Consumers Want Browsers Built Around People, Not Pages

81% say they’re either willing to or would consider switching browsers for better personalization, per Shift.

SPORTS

As U.S. Soccer Enthusiasm Grows, a Look At the Top Brands Sponsoring the NWSL, MLS

Most-recognized official NWSL sponsors include Nike, Amazon, CarMax, per MarketCast.

The Business Of Data With Jon Lafayette: Getting Faster, Shorter and Coming Home

Sometimes, data can illuminate a problem. Sometimes it can solve them. The world of TV is changing so fast it is hard to keep up. Data about consumer habits can provide a roadmap to the future. In this edition was learn how to enliven FAST channels, why people are engaging

BUSINESS OF DATA

Wurl Report Says Live Programming Puts FAST Channels in Fast Lane

'Live programming — especially sports — may prove to be the key, not just to viewership, but to loyalty in a highly competitive landscape,' the report says.

MARKETING

Consumer Holiday Spending Shifts Under Tariff Pressure

They're shopping smarter, spreading costs and prioritizing value over indulgence, per a Wunderkind study.

BUSINESS OF DATA

The Home Screen Is Where the Heart Is, New LG Report Says

“LG Ad Solutions’ Home Screen offering represents a premium entry point for brands to build meaningful, measurable connections with viewers," said Mike Laband of Magnite

BUSINESS OF DATA

The Short Report: Short-Form Video Finding Greater Favor With Viewers

Media.net study names YouTube Shorts leader in growing format

2026 State of Browsing Report

Why Browsers Are So Hot Right Now: Q&A With Shift CEO Neil Henderson

We sat down to discuss the company’s 2026 State of Browsing Report—and what it reveals about the future of browsing

CREATOR ECONOMY

How LEGO Built a Winning Strategy with YouTube Shorts

LEGO’s building something huge on YouTube, and it’s primarily out of Shorts. Data from Tubular Labs highlights how the toy brand has emphasized YouTube Shorts to hit new highs in terms of both unique U.S. viewers and minutes watched. LEGO’s 14.1 million YouTube viewers ranked

BUSINESS OF DATA

The Business of Data with Jon Lafayette--Three Ways Marketers Can Score

Data helps marketers do their jobs. It can also help ad sellers create vehicles that enables their clients to do their jobs more efficiently. And, by the way, generate additional revenue. The stories in this newsletter show how it's done. Ahead of World Cup, Marketers Can Target Five

SPORTS

Home Depot Leads for Brand Consideration Among NCAA Women’s Basketball Fans

Successful sports sponsorships do more than boost awareness — they strengthen fan connections. To truly understand impact, leagues, teams and brands must measure both sponsorship performance and fan engagement. With the women’s NCAA college basketball season now underway, MarketCast shared some insights around fan engagement and sponsor impact for the

BUSINESS OF DATA

Ahead of World Cup, Marketers Can Target Five Types of Fans

GWI survey categorizes soccer followers by their passions, habits and purchasing power

MARKETING

Christmas Creep: 34% of Holiday Shoppers Got Started Earlier This Year

A November study from Wunderkind reveals that early deal-hunting and cost-spreading have become the norm

TV ADVERTISING

B2B Brands Bet On Soccer For TV Ad Conversions

Despite limited ad breaks during soccer matches, the sport was still a strong source of online lift conversions for B2B brands during Q3 2025. Data from iSpot's Q3 Unified TV & Video Ad Snapshot reveals the programs that delivered for B2B, with soccer and other live sports largely

BUSINESS OF DATA

DirecTV Stakes Claim to Share of Political Advertising Gold Mine

Using AI, DirecTV Elect targets CTV audiences

REPORTS

Challenges Of Using IP Address For Audience Identification, Measurement

IP addresses are crucial for today's audience targeting, yet recent research casts some doubt on how accurate that information really is. A new study from Go Addressable, CIMM and Truthset – The Challenges of Using IP Address for Audience Identification and Measurement – indicates that just 21% of audience linkage

BUSINESS OF DATA

Amazon Ads Expands Local Capabilities with Location-Based Interactive Video Campaigns

‘By bringing local context to streaming campaigns, we’re making it easier for brands to reflect the communities they serve while democratizing access to premium streaming environments,’ said Amazon’s Jenn Donohue

Movies

How Action, Animation Win With Movie Audiences

The following is a selection from Brandon Katz of Greenlight Analytics As studios search for the next winners at the box office, two genres seem to fare better than most: Action and animation. Data from Greenlight Analytics looks at how the two are potentially keeping Hollywood afloat right now, as

TV ADVERTISING

Top 5 Ways Applebee's Scored Big with its NFL Kick-Off Campaign

Applebee's successfully kicked off its second NFL season as the league's official Grill + Bar sponsor with a star-driven campaign that resonated with fans and drove strong intent. Here are five key strategies that contributed to their success: 1. Leveraging Star Power for Persuasion: The campaign featured

SPORTS

GEICO Leads the Pack For World Series Game 7 Ad Breakthrough

The 2025 World Series wrapped up with an unforgettable Game 7 between the Los Angeles Dodgers and Toronto Blue Jays — and brands were just as competitive as the players on the field. MarketCast’s analysis of advertising during the decisive game reveals which spots truly resonated with audiences by breaking

Business Of Data With Jon Lafayette-iSpot Gets Results From Search

Measurement isn't easy. Sometimes it's a team sport. And getting the right data in the right place can be a challenge. In this week's newsletter we see iSpot and Captify teaming up, and studies from Truthset and Gracenote showing how tough it can be

BUSINESS OF DATA

iSpot Adds Captify Search Data to Outcomes Arsenal

‘Captify provides a great option for brands or publishers that want to use search as a response to advertising,’ said iSpot’s Emily Wood

CREATOR ECONOMY

‘Kidult’ Toys Turn Nostalgia Into Viral Growth

‘Kidult’ toy brands are gaining increased popularity, shown not just in their rising profits, but in their online presence and social engagement. Companies such as British toy brand ‘Jellycat’ and Chinese toy brand ‘POP MART’–known best for Labubus–are connecting with adults trying to reconnect with their “inner child”