Top 5 Media Landscape Insights- July
Stay ahead of the curve in today’s ever-evolving media landscape with DirectAvenue’s Top Five Critical Media Landscape Observations. We deliver essential network updates and highlight emerging media trends in a clear, digestible format—so you can make smarter advertising decisions faster.
Virtual Concession Stands and Storefronts Coming to Disney Streaming Services
Disney is rolling out interactive ads across Disney+, Hulu, and ESPN+ that let viewers shop for snacks or products directly while watching content. These virtual concession stands come to life through two tech platforms, according to Adweek.
NBCU Advertising Adds Walmart Data to Its Live Sports Playbook
Meanwhile, Walmart is teaming up with NBCUniversal to enhance live sports advertising through advanced targeting and attribution. As reported by Adweek at Cannes Lions, the partnership will leverage Walmart’s shopper data to help advertisers reach strategic audiences across NBCU’s streaming and linear platforms. The rollout is planned for Q4 2025 for select advertisers.
Bigger TV Shift For YouTube? Less To Google TV, Android TV?
In another shift, Google is scaling back its smart TV operations, cutting costs and staff for Google TV and Android TV by 10%, as the company places a greater focus on expanding YouTube’s role in the TV space. According to MediaPost, YouTube now accounts for 12–13% of all TV-streaming viewership. This pivot may impact major smart TV manufacturers like Samsung and Roku.
Paramount+ Ad-Free Streaming Plan Subtly Changes Name
Paramount has rebranded its ad-free streaming tier from Paramount+ with Showtime to Paramount+ Premium, with changes rolling out through June. The update reflects recent shifts in content availability, as some Showtime programming was added to the ad-supported Essential plan. Despite the new name, Showtime content remains a key part of the service and will continue to be featured prominently.
Amazon, Roku Address CTV Advertising Reach and Efficiency in New Deal
Finally, Amazon Ads and Roku have joined forces to create the largest authenticated CTV footprint in the U.S., reaching about 80 million households — over 80% of the market. This new partnership aims to boost ad addressability across major streaming apps on Roku and Amazon Fire TV platforms, including those from Disney, Fox, Paramount, and Warner Bros.
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