CAPIs Won't Solve CTV's Outcomes Problem Until Another Key Issue Is Fixed

Before we measure what an ad achieved, shouldn't we first be able to confirm what the ad actually ran against?

The State of Sport Streaming in Europe

Sport streaming in Europe has entered a new phase. The question is no longer whether live sport can be delivered online at scale. That problem has largely been solved. What now defines the market is something deeper, more structural, and more emotional. The real challenge is how sport streaming becomes sustainable, differentiated, and emotionally resonant in a landscape that is more fragmented, competitive, and complex than at any point in its history.

The State of Shoppable Live TV 2026

In 2025, shoppable live content began to come of age in Europe. Having already achieved massive success in Asia over the last few years, the concept had struggled to gain a foothold in Europe as a viable option for retailers and brands. This changed in 2025, as major platforms and brands began to put significant resources behind the shoppable live concept.

The State of Media & Entertainment Streaming 2026

In last year's The State of Media & Entertainment Streaming, I wrote about the likelihood of studios and platforms with fewer subscribers than the big three (Amazon Prime Video, Netflix, and Disney) having to collaborate or merge to reduce the costs of content creation and acquisition while growing their userbases in 2025. As predicted last year, some of this movement has begun to happen, but not necessarily with the smaller players.

The State of Streaming Monetisation 2026

How are streaming content companies doing? Publishers, creators, and aggregators have traditionally made the majority of their revenue on subscriptions, so why does everyone want to talk about advertising? Ad-supported content is more affordable. Because most streaming consumers have maxed out their subscriptions, leaving the SVOD market saturated, advertising is more likely to be the dominant incremental revenue driver for streaming over the next several years, based on how media companies are talking about themselves and guiding investors.

Streamticker: The Biggest Streaming Mergers and Acquisitions of 2025

Here is a month-by-month roundup of the streaming industry's most momentous mergers and acquisitions of 2025 (excluding the competing Paramount Skydance and Netflix bids for Warner Bros. Discovery—a drama that just turned definitively in Paramount's favour at press time).

Streaming Year in Review 2026

Two stories dominated streaming media in 2025: Netflix versus the rest and YouTube takes TV. YouTube may be the bigger story.

How to Fight Sports Streaming Fragmentation Fatigue

The fragmentation of sports streaming rights and the proliferation of channels with some matches but not others makes it increasingly difficult for fans to track their teams' upcoming games. Free Live Sports President Cathy Rasenberger, Play Anywhere CSO Pete Scott, Hub Entertainment Research Principal Jon Giegengack, and MTech Sport's Matt Stagg discuss ongoing discoverability challenges and how Free Live Sports, Roku with its Sports Zones, Fox One, the ESPN app, and others are trying to create new sports destinations to counteract sports streaming's disaggregation crisis.

Sports Leagues and Broadcasters Must Tailor Engagement Strategies for Gen Z

Free Live Sports president Cathy Rasenberger argues that sports leagues and broadcasters need to adapt to the ways Gen Z viewers consume content—short-form, social, athlete-centric storylines—if they want to engage and retain younger audiences in this discussion with MTech Sport, Media & Entertainment consultant Matt Stagg, Play Anywhere CSO Pete Scott, and Hub Entertainment Research principal Jon Giegengack from Streaming Media Connect 2025.

How to Leverage AI in Streaming Ad Tech in 2026

Whether it's traditional machine learning (ML) or its trendier generative cousin, artificial intelligence (AI) is appearing in a range of streaming ad tech use cases for increasing under-the-hood efficiency in streaming monetisation applications. Sargeway's Sarge Sargent, Fox's Amit Shetty, Google's Inderpreet Sandhu, IAB Tech Lab's Shailley Singh, and Reality Software's Nadine Krefetz discuss AI's fast-changing role in this clip from Streaming Media 2025.

Movies on FAST channels: spotlight or sideshow?

In the fast-evolving world of free ad-supported streaming television, movie channels have quietly carved out a meaningful niche, yet they still struggle to command the visibility they deserve. To gauge their true footprint, I examined Samsung TV Plus, one of the fastest-growing FAST platforms across the US and Europe's five largest markets (EU5) to answer the question: Movies on FAST channels: spotlight or sideshow?

With live sport streaming, control the platform, control the game

Streaming platforms, tech giants, and traditional broadcasters are all fighting to become the destination for live sport viewers. And in the middle of it all are the fans, facing rising costs, fractured access, and a growing sense of fatigue. The rights war has become a platform war. And no one's sitting on the sidelines.

Introducing the 2025 Streaming Media European Innovation Awards Winners

The polls have closed, and the results are in! After an energetic voting period, we're excited to reveal the winners of the 2025 Streaming Media European Innovation Awards. Now in its 17th year, this year's programme attracted more than 1,200 participants who cast 8,000-plus votes votes across 13 distinct categories.

The Future of Live Sport: Get Some Skin in the Game

All fans don't want the same experience. They don't consume sport content in the same places, with the same purpose, or with the same expectations. And yet, the industry still builds around the default—the single, editorially led, one-size-fits-all feed. It's time we treated live sport like what it really is: a base layer with infinite skinning potential. That's the model that drives engagement in every other digital format. And if broadcasting wants to stay culturally relevant, that same logic needs to be applied—fast.

Divvying Up the Growing Digital Ad Spend

This article will look at the state of CTV and streaming advertising and monetisation in the UK and EU, how the ad spend pie is divvied up, where CTV stands in relation to traditional broadcast, how the markets are trending, and what accounts for current growth patterns.

The 2025 Streaming Media Europe 51

Welcome to the 2025 edition of the Streaming Media Europe 51, making its much-awaited return after a pause in 2024. This marks the 11th iteration of this list and the second time we've streamlined the selection to just 51 standout companies—moving away from the more expansive Europe 101 format of the past to focus on the most innovative, impactful, and forward-thinking technology providers in the streaming ecosystem.

Streamticker: The biggest streaming mergers and acquisitions of 2024

The 2024 edition of Streamticker, recapping the streaming industry's most momentous mergers and acquisitions of 2023, kicked off with Disney's gobbling up the last extant portions of Hulu, as Comcast ceded its re­maining 33% stake. But if the late-2023 deal marked only the quiet conclusion of an already-silent part­nership, the much noisier news of Jan. 6, 2025, found Disney absorbing sports-centric streamer Fubo and merging it with Hulu Live + TV. Here we'll review this and other done (or more nearly done) M&A deals that reshuffled the stream­ing industry in 2024.

The State of Live Sport Streaming 2025

The sport media sector continues to undergo rapid change, with streaming aggregators attempting to reconsolidate for greater ef­ficiency but still falling short of traditional broadcast models in reach and revenue.

Streaming Year in Review 2025: Online Video Is Now an Advertising-Led Business

Old Hollywood got Wall Street's memo: "Do whatever it takes to do what Netflix is do­ing." And finally, the studios have begun making money from streaming. With the exception of NBCUniversal, the biggest leg­acy media companies all reported a profit from their direct-to-consumer (DTC) businesses in Q3 2024. They got there by variously writing down or shedding ca­ble assets, slashing jobs, hiking prices, policing pass­word-sharing, improving bundled offerings, and put­ting the full focus of their business strategy into online.

MainStreaming CEO Tassilo Raesig Talks Resilient Edge Delivery and Optimising QoS and QoE at Scale

In this interview, MainStreaming CEO Tassilo Raesig discusses the ongoing challenges facing global CDN services in their efforts to deliver broadcast-grade streams that meet client expectations for performance, scale, and monetisation. Raesig explains how MainStreaming's edge solutions work within ISP networks to create resilient infrastructure, optimise video delivery, and reduce network strain.