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 provide you with critical network updates and emerging media trends in a clear, digestible format.

July 1, 2025

1. 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 are made possible through partnerships with two tech platforms.
2. NBCU Advertising Adds Walmart Data to Its Live Sports Playbook: Walmart is teaming up with NBCUniversal to enhance live sports advertising through advanced targeting and attribution. Announced at Cannes Lions, the partnership will leverage Walmart’s shopper data to help advertisers reach strategic audiences across NBCU’s streaming and linear platforms. This will roll out in Q4 2025 for select advertisers.
3. Bigger TV Shift For YouTube? Less To Google TV, Android TV?: Google is scaling back its smart TV operations, cutting costs and staff for Google TV and Android TV by 10%, as it shifts focus toward expanding YouTube’s role in the TV space. With YouTube now accounting for 12–13% of all TV-streaming viewership, Google aims to strengthen its position against traditional TV players. This pivot could impact major smart TV manufacturers like Samsung and Roku.
4. Paramount+ Ad-Free Streaming Plan Subtly Changes Name: Paramount has rebranded its ad-free streaming tier from “Paramount+ with Showtime” to “Paramount+ Premium,” with the change 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.
5. Amazon, Roku address CTV advertising reach and efficiency in new deal: 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 partnership aims to enhance 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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