Top 5 Media Landscape Insights- August
Stay ahead of the curve in today’s ever-evolving media landscape with DirectAvenue’s Top Five Critical Media Landscape Observations. We provide you with critical network updates and emerging media trends in a clear, digestible format.
August 1, 2025
Powered By Netflix, Streaming’s Share Soars To 46% In June
Streaming captured 46 % of total TV viewing in June 2025, reflecting a 5.4 % month-over-month increase driven largely by Netflix’s impressive 13.5 % viewing uptick, which represented 42 % of the overall streaming gain according to MediaPost. This surge shifted viewing habits away from traditional television—broadcast and cable now collectively hold less share than streaming, with broadcast falling below 20 % for the first time.
NBCU Advertising Adds Walmart Data to Its Live Sports Playbook
June streaming television results strongly benefited from leading premium streaming service Netflix — which leaped 13.5% in viewing versus May to a 8.5% viewing share, according to Nielsen’s Total TV/Streaming Snapshot on MediaPost.
Disney Upfront: Big Gains In Streaming, Sports, ‘Consistent’ Volume
According to MediaPost, Disney Advertising has completed all its TV upfront deal-making, with streaming and sports content showing major gains and overall volume consistent with last year—estimated at roughly $9.45 billion—while streaming alone accounted for 40% of the total upfront volume, a figure the company says aligns with year-ago business.
Linear ‘s Ad-Supported Adult Viewing Share Still Near 70%
Traditional TV content viewing of long-form programming—such as half-hour and hour-long shows—still commands major attention among adults age 18 and up, comprising a 67.4% share in June for ad-supported linear TV networks, according to the TVB. The non-profit trade association for the ad-supported TV industry reports that June’s streaming share for long-form content with advertising (excluding YouTube) rose to 32.6%, up from 31.4% in May.
Roku, Samsung, and Scripps Utilize New Ad Offering to Scale Commerce Insights in CTV
Roku, Samsung, and Scripps are piloting a new ad solution developed by WPP Media and Criteo that brings real‑time commerce signals from over 17,000 e‑commerce sites into Connected TV (CTV) advertising, enabling highly curated audiences and measurable outcomes like foot traffic and sales through Deal IDs in Criteo’s Commerce Grid SSP according to AdWeek. The initiative marks a shift from CTV as a traditionally upper‑funnel branding channel to a full‑funnel, performance‑driven medium offering measurable ROI at scale.
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