Increased advertising spending is changing how audiences, brands, and marketers interact with Connected TV Fig. 1 Connected TV’s continued rise to dominance in the television landscape has been predicted for some time, as viewers continue to leave behind linear TV...

March 23, 2022

Connected TV is the New Normal In the 1930s, every home had a radio to listen to their favorite programs—sponsored by the biggest advertisers of the time.  By the 1950s, every home had a television to watch their favorite shows—with...

February 9, 2022

Memorial Day Weekend (MDW) often steals the spotlight as the summer’s marquee shopping event. But in 2025, Labor Day Weekend (LDW) proved itself a worthy adversary, delivering impressive efficiency gains and returns for advertisers. Using first party MNTN Performance TV...

September 19, 2025

Even as the broader media market cools, streaming platforms continue to heat up. In Q2 2025, U.S. streaming subscriptions climbed 10%, hitting 339 million, while the number of individual CTV users rose 8% year-over-year. Premium services like Netflix, Hulu, and...

September 19, 2025

Last season, NFL games on streaming platforms didn’t just hold attention — they significantly outperformed linear ads. Streaming-exclusive NFL broadcasts saw a 66% lift in ad effectiveness compared to cable and broadcast, according to EDO. Netflix’s Christmas Day debut set...

August 29, 2025

With subscription fatigue on the rise as budgets tighten, viewers are turning to streaming bundles for better value and variety. In fact, nearly half of streamers say they’re more likely to maintain bundled subscriptions over individual ones — and the...

August 22, 2025

Ad-supported viewing continues to dominate the TV landscape. According to Nielsen’s Q2 2025 Ad Supported Gauge, content with ads now captures 73.6% of total TV viewership — up 1.2 points from the previous quarter. Streaming led that growth, adding 2.9...

August 15, 2025

Q4 has long been considered B2C territory, where holiday campaigns, Black Friday blowouts, and Cyber Week steals tend to dominate the season’s narrative. As a result, some B2B brands still treat Q4 like downtime — scaling back ads and waiting...

August 14, 2025