streaming

• Targets & Segments
• Article

Winning the First Few Seconds: Understanding Gen Z Attention in Modern Video Landscapes

• ARF ORIGINAL RESEARCH

As marketers invest more heavily in short-form and social video platforms, understanding how Gen Z allocates attention has become increasingly important. This literature review examines what current research reveals about Gen Z’s attention across social feeds, short-form video, creator content, streaming and emerging formats. The evidence suggests that Gen Z attention is not necessarily shorter, but faster, more selective and highly dependent on platform context, creative execution and brand familiarity.

• Article

Gen Z Attention in Short-Form and Social Video: When Brief Exposure Matters

The Cable Television Administration and Marketing Society (CTAM) has issued a list of their priorities for this year. The list includes — not surprisingly — customer retention and acquisition, but also “content theft.”  Read more »

• Article

TV Deconstructed: New Life for Linear? (June 2026)

The Cable Television Administration and Marketing Society (CTAM) has issued a list of their priorities for this year. The list includes — not surprisingly — customer retention and acquisition, but also “content theft.”  Read more »

• Article

Understanding a Growing Consumer Segment: AANHPI

The Cable Television Administration and Marketing Society (CTAM) has issued a list of their priorities for this year. The list includes — not surprisingly — customer retention and acquisition, but also “content theft.”  Read more »

• Article

Can AI solve Content Discovery Problems?

The Cable Television Administration and Marketing Society (CTAM) has issued a list of their priorities for this year. The list includes — not surprisingly — customer retention and acquisition, but also “content theft.”  Read more »

• Past Event Highlights
• Article

Commerce and Shopper Intelligence

Retail media networks and commerce media are redefining the data and measurement landscape, creating new opportunities—and complexity—for marketers and researchers alike. At Commerce & Shopper Intelligence 2026, brands, retailers, and researchers revealed how they’re adapting methodologies and frameworks to better understand increasingly fluid, data-rich shopping journeys.

• Creative & Branded Content
• Article

The Science Behind What Makes Content Binge-Worthy

• ARF

What drives the media momentum behind say binge viewing a TV series on a streaming platform? This MSI working paper introduces “media momentum” as a key driver of binge-watching. It shows how the interaction between narrative complexity and emotional engagement increases both the likelihood of continued viewing and overall satisfaction. The findings offer a predictive framework for identifying truly “binge-worthy” content and optimizing release strategies.

• Targets & Segments
• Article

Winning Sports Marketing: How Brands Capture Attention, Engagement and Growth

• ARF
• Knowledge at Hand | CMO Brief

Live sports remains one of the most powerful marketing platforms in today’s fragmented media environment—combining scale, attention, emotion and cultural relevance. This CMO Brief and Knowledge at Hand report explores how different sports deliver distinct value for brands and why the most effective strategies go beyond media buys to create connected, cross-platform fan experiences that drive engagement and business results.