Media Trends: DirectAvenue’s Top Five Observations in Linear & Connected TV

Stay ahead of the evolving TV landscape with DirectAvenue’s latest media insights. Below are five standout media trends shaping linear and connected TV this week.

April 1, 2026

1. Millennial Parents Set To Push Easter Spending To New Record

According to MediaPost, Easter spending is expected to hit a record ~$24.9B in 2026, showing strong consumer demand despite ongoing economic uncertainty. Millennial parents are driving much of this growth, with some spending up to ~$1,900 on celebrations far more than childless peers especially on travel, gifts, and family experiences. Social media and AI are significantly influencing purchases, with users spending 2–3x more than non-users, signaling a major shift toward digital and AI-driven product discovery.

2. Tubi’s New Ad Push: Exclusive Access Through Amazon DSP, New Interactive Formats 

Tubi is expanding its ad ecosystem by integrating more deeply with Amazon DSP, allowing advertisers to combine Tubi’s streaming inventory with Amazon’s shopper data for more precise, performance-driven targeting. The platform is also rolling out new interactive and less disruptive ad formats like shoppable and enhanced viewing experiences—to make ads feel more integrated into content rather than interruptive. Overall, the move signals a broader shift toward retail media + CTV convergence, where data, AI, and interactivity are driving more measurable and outcome-focused TV advertising according to AdWeek.

3. How CTV advertising prepped for next-gen reinvention at NewFronts

CTV advertising is entering a new phase driven by AI, enhanced measurement, and deeper integrations with platforms like Amazon, as highlighted at the 2026 NewFronts. Advertisers are already seeing measurable impact campaigns leveraging Amazon DSP and CTV integrations are driving a 42% increase in unique reach, 3x higher ROAS, and a 27% reduction in ad frequency. AI-powered tools are also delivering real performance gains, with campaigns showing 300% increases in brand favorability, 200% lifts in recommendation intent, and ~35% conversion lifts reinforcing the shift toward outcome-driven TV advertising.

4. Amazon Prime Video’s ad-free price hike pushes viewers toward ads

Amazon is raising the price of its ad-free Prime Video tier by 67% (from $2.99 to $4.99/month), making ads the default experience for most users. This move reflects a broader industry trend, with streaming prices up nearly 20% year-over-year and ad-free plans increasing ~78% since 2020, pushing more consumers toward ad-supported options. As a result, ad-supported viewing is rapidly becoming the norm. Platforms like Prime Video are expected to have ~80% of viewers on ad tiers, signaling major growth in CTV ad inventory and opportunity for marketers.

5. Vizio Helps Walmart Cut A Bigger Slice Of The CTV Ad Pie

Walmart is leveraging its acquisition of Vizio to build a powerful “content-to-commerce” ecosystem, connecting CTV ad exposure directly to retail purchases using its massive shopper data and TV footprint according to adexchanger. The scale is significant as Walmart reaches ~150 million U.S. customers weekly, while Vizio TVs are in ~92 million U.S. homes, with potential to reach 25–30% of U.S. households, giving advertisers unmatched reach across both media and commerce. By combining this scale with new formats like home screen and pause ads, Walmart can offer closed-loop attribution and measurable outcomes, highlighting the rapid shift toward retail media + CTV convergence as a performance channel.

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