Future of TV Briefing In TV ad markets swing to streaming, cheap inventory is in demand

Image for article Future of TV Briefing In TV ad markets swing to streaming, cheap inventory is in demand
News Source : Digiday

News Summary

  • This week’s Future of TV Briefing looks at how TV and streaming companies’ advertising businesses fared in the second quarter of 2026.
  • Streaming ad revenue represented more than half of the $1.6 billion in total ad revenue from Disney's overall entertainment segment.
  • Roku painted an even starker picture, noting that video ad impressions increased by 40% whereas the average price per ad impression dropped by 12%.
  • “Overall, the current tone I would have is to characterize the market as healthy in sports, which obviously plays to our strength heading into the fall,” Disney CFO Hugh Johnston said.
This Future of TV Briefing covers the latest in streaming and TV for Digiday+ members and is distributed over email every Wednesday at 10 a.m. ET.

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