Next in Media spoke with Andrew Rosen, an analyst and author of the newsletter Medium Shift, about the struggles traditional media companies are having in catering to younger sports fans.Rosen also talked about the various attempts at recreating sports bundles, and whether we're headed toward a world where all sports are available via streaming, yet fans are more confused and overwhelmed than ever.Takeaways:The Shift from Streaming Wars to RebundlingThe streaming industry is moving past the "streaming wars" phase into a period of rebundling. Companies are seeking ways to package content more efficiently while keeping consumers engaged.The Role of Fandom in Media StrategySuccessful media companies hyper-serve niche fandoms, as seen with the New York Times acquiring The Athletic and Crunchyroll’s anime dominance.Legacy Media vs. Digital Native PlatformsTraditional media companies struggle with direct-to-consumer (DTC) strategies, while platforms like YouTube, Netflix, and Tubi personalize user experiences for higher engagement.The Future of Sports StreamingESPN faces challenges in making sports content discoverable. Apple is already outperforming ESPN in driving sports engagement through push notifications.AI’s Role in Content CreationGenerative AI isn’t replacing creators—it’s giving them superpowers. Those with storytelling skills will thrive, while others may struggle.Many decision-makers in legacy media lack a deep understanding of DTC logic. A younger generation, raised in the digital age, will likely reshape the future.The Long-Term Future of Sports RightsWhile sports streaming is growing, broadcast TV is still dominant. The real battle is understanding how sports fans engage and what they’ll pay for.Guest: Andrew RosenHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative 

Next in Creator Media talked with Business Insider media correspondent Lucia Moses about why Netflix is suddenly paying more attention to creators and YouTube, and what this might mean for the future of talent deals and distribution.Moses also weighed in on Amazon's Beast Games, Netflix's ad business and the state of Hollywood.Takeaways:Netflix’s Creator Strategy EvolutionNetflix is shifting its approach, recognizing YouTube as both a competitor and a source of creator talent. They aim to bring podcasters onto the platform to revamp talk show content.YouTube’s Dominance on TV ScreensYouTube now leads in TV viewing time, surpassing traditional networks. This shift signals a transformation in how audiences consume video content, influencing ad spend and media strategy.The Role of Authenticity in Creator-Led ContentAudiences prefer unpolished, authentic content over heavily produced talk shows. Netflix and others are learning that overproduction can diminish engagement with creator-led shows.Amazon’s Aggressive Creator InvestmentsAmazon is pushing creator-led content aggressively, with deals like MrBeast’s Beast Games. Legacy studios remain hesitant due to past failed investments in creators.The Rise of Video Podcasting on YouTubeYouTube is actively positioning itself as a home for video podcasts, appealing to Gen Z and advertisers who see potential in habitual, TV-like viewing patterns.Netflix’s Ad Tier ExpansionNetflix’s ad-supported tier is growing, with over 45–50 million U.S. users. However, it lags behind Disney and Amazon, which have twice the ad-tier audience.Brand Safety Perceptions Are ChangingThe shift in advertiser sentiment suggests that concerns over brand safety on platforms like YouTube are diminishing, making it easier for YouTube to compete for TV ad dollars.Sports Streaming Is Fragmenting the MarketSports fans now face a complex streaming landscape with multiple providers like Disney, Amazon, YouTube, and cable alternatives. Consolidation may be inevitable.Media Industry Mergers & UncertaintyMajor mergers loom in the media and ad industries, with legacy networks being spun off. The uncertain political climate may delay some deals but will likely reshape the industry.Guest: Lucia MosesHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with David Kostman, CEO of Teads (formerly Outbrain) about the company's plans to bring together performance advertising, web video and TV, and move beyond its reputation as haven for 'cheap' ads.  Kostman also talked about how publishers are preparing for more AI-driven search and content discovery, and whether brands are as invested as they should be in news and the open web.Takeaways:Outbrain & Teads: A Game-Changing Merger for the Open InternetThe Outbrain-Teads merger creates a $1.7 billion ad powerhouse, merging native performance and premium video advertising to serve brands across the entire marketing funnel.The Power of Controlled Real Estate & First-Party DataUnlike traditional ad networks, Teeds secures exclusive publisher inventory, ensuring premium ad placement without competing in an auction model.AI & The Future of Digital Advertising OptimizationTeeds is integrating AI-driven predictive analytics for automated media buying and ad optimization, enhancing real-time targeting.CTV Advertising & The Evolution of Small Business ReachTeeds is making a strong push into Connected TV (CTV), with exclusive placements on OEM home screens like LG and Hisense.AI, Content Discovery & The Fight for Quality JournalismWith the rise of AI-generated content, premium publishers are at risk. Teeds is doubling down on supporting quality journalism, ensuring trusted news sites get premium monetization opportunities.📢 Final Thought:Teeds is reshaping the future of digital advertising, combining premium video, performance-driven targeting, and AI-powered optimization to create a brand-safe, full-funnel solution that rivals the biggest players in the industry.Guest: David KostmanHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative 

Next in Creator Media spoke with Paul Greenberg, CEO of Butter Works, on how his company uses AI to help brands make more successful social video content, and why so far, the technology has been a net positive.  Still, Greenberg talked about the dangers of the proliferation of AI slop and why it's going to become challenging for consumers and brands to sort through what's real, what's not, and what kind of attention is most valuable.🎙 Episode Highlights: Next in Creator Media🔥 Featuring Paul Greenberg, CEO of ButterworksAI in Content Strategy: How Butter Works Uses AI to Power SuccessButterworks has been leveraging AI since 2018, using natural language processing and computer vision to predict video performance.The Evolution of Creator Media & The Rise of Long-Form ContentShort-form video isn’t dead—but TikTok, YouTube Shorts, and Reels are now embracing long-form.Viewers crave deeper connections with creators (e.g., MrBeast, Kai Cenat), making longer videos more engaging and monetizable.The Changing Landscape of Social Algorithms & The YouTube ShiftYouTube’s algorithm is now personalized per user, making it harder for creators to game the system.Thumbnail and title optimization still matter, but authenticity and audience loyalty are key.AI-Generated Influencers & The Limits of Digital PersonasAI-driven influencers (e.g., Lil Miquela) are gaining traction, but lack deep engagement compared to human creators.The Coming AI Flood: Should Brands Worry?Platforms like Google and Meta struggle to filter out AI-generated content, leading to potential content overload.The shift toward AI-curated search results (e.g., Google’s Gemini) makes SEO and brand visibility more challenging.AI’s Role in Brand Marketing & Media StrategyAI is not about replacing humans, but rather enhancing creativity and efficiency.🎧 Listen to the full episode for more expert insights on AI, creators, and the future of media marketing!Guest: Paul GreenbergHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative 

Next in Media spoke with David Levy, CEO of OpenAP, about some of the misconceptions in the market when it comes to data-driven TV advertising, and how TV networks can balance collaboration and competition in the face of the growth of Big Tech in TV.Takeaways:The Evolution of OpenAP: Standardizing TV AdvertisingOpenAP was founded to unify ad innovations across TV networks, creating scalable, standardized solutions for advertisers.Bridging Linear TV and Streaming for AdvertisersWhile linear TV dominated ad spending, OpenAP has expanded its infrastructure to solve audience fragmentation in Connected TV (CTV).The Role of First-Party Data in TV AdvertisingBrands investing in first-party data need standardized methods to target consumers consistently across multiple media platforms.The Transparency Challenge in CTV Ad TargetingUnlike digital, CTV ad targeting lacks transparency due to multiple data transformations from audience lists to device-level identifiers.Solving Audience Measurement DiscrepanciesDifferences in identity-matching methods among media companies create inconsistencies in audience targeting and measurement.The Push for a Unified Ad Planning InfrastructureOpenAP aims to establish a seamless way for advertisers to plan and execute campaigns across different streaming services and TV networks.The Need for Scalable TV Advertising for Small BusinessesUnlike Google and Meta, TV lacks an easy-to-use, cost-effective ad buying platform for small advertisers—a gap the industry must address.Guest: David LevyHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative 

Next in Creator Media spoke with Cristina Lawrence, EVP of Consumer & Content Experience at Razorfish about the march toward more TV-like seasons for many top creators, and whether this is making it easier to move ad dollars over from TV. Lawrence also talked about TikTok's future, who might grab the social commerce mantle, and whether Joe Rogan is a podcaster or a YouTuber.Takeaways:Long-Form Content is Winning the Creator EconomyPlatforms like YouTube are shifting towards structured, episodic content (e.g., video podcasts, multi-part series).Creators are becoming media networks, with brands integrating organically into their content strategies.Creators Are the New Media NetworksInfluencers now function as full-scale media companies, reaching highly engaged audiences.Brands must approach them as partners, not just ad placements.The Rise of Creator-Led Brand PartnershipsMega-creators like MrBeast, Hailey Bieber, and Charli D’Amelio are launching their own DTC (direct-to-consumer) brands.These businesses succeed when they align authentically with the creator’s identity.Social Commerce is Gaining Traction, but Still EvolvingPlatforms like TikTok Shops and Amazon Live are making inroads in live shopping.However, U.S. adoption lags behind Asia, where live shopping is deeply integrated into culture.Micro-Influencers & Niche Creators Are EssentialBrands are shifting to micro-influencers for more targeted, authentic engagement.Agencies use AI-powered discovery tools (e.g., Publicis' Influential) to identify high-performing niche creators.The TikTok Uncertainty & the Future of Short-Form VideoIf TikTok were to disappear, YouTube Shorts and Instagram Reels could fill the gap.However, each platform serves distinct user behaviors, with YouTube favored for long-form content. Guest: Cristina LawrenceHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative  

Next in Media spoke with Jamie Power, Disney's SVP, Addressable Sales, about ongoing measurement challenges in streaming, what happened with the so-called currency wars, and why it's a big deal that ESPN and Disney are now on the same ad server.Takeaways:The Rise of Actionable Tech at CES 2025Jamie Power highlighted that CES 2025 felt more actionable than ever, with tools and technologies ready to be leveraged immediately, marking a shift from futuristic concepts to practical implementation.Disney's Transparent Data StrategyDisney introduced ad-supported Monthly Active Users (MAU) metrics across platforms like Hulu, ESPN, and Disney+, emphasizing transparency in streaming data to aid better planning for advertisers and agencies.The Role of Disney Compass in Data IntegrationDisney Compass enables seamless integration of data into agency tools, empowering advertisers to deduplicate reach and enhance campaign planning. AI's Transformative Impact on Media PlanningDisney Select AI and partnerships like Publicis Core AI were showcased as tools to generate audience insights, driving strategic decisions and elevating media planning to predictive precision.Balancing Automation with Human ExpertiseJamie addressed concerns about AI replacing jobs, emphasizing its role in streamlining tasks and allowing professionals to focus on impactful, thoughtful strategies.Live Sports on CTV: Game-Changing AdvertisingDisney's advancements in dynamic ad insertion during live sports events ensure scalability and seamless viewer experiences, reshaping how advertisers engage with audiences in real time.Self-Serve Advertising Platforms for SMBsDisney's self-service platform has empowered thousands of small advertisers to access measurable, localized campaigns, from florists targeting specific zip codes to brands leveraging audience-specific tools.Guest: Jamie PowerHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative 

Next in Creator Media spoke with Erica Ortega, Director of Product Marketing at Tubular Labs about whether users bailed on TikTok during the very short ban, which platforms might win if TikTok disappears, and why not every short form platform is the same.Takeaways:Tubular Labs: The Leader in Social Video InsightsTubular Labs provides unparalleled analytics on audience behaviors across platforms like YouTube, TikTok, Instagram, Facebook, and Twitch.Social Video Trends: Staying AdaptiveTikTok Resilience: Despite uncertainties, TikTok continues to dominate short-form content, with creators adapting quickly to trends. Charlie D'Amelio's three-day blitz showcased the platform's potential for rapid impact.Short-Form vs. Long-Form: A Strategic BalanceBrands are leveraging both long-form and short-form video strategies. Long-form videos offer monetization opportunities (e.g., YouTube ads), while short-form content appeals to quick, algorithm-driven engagements.TikTok Alternatives: Shifting AudiencesPlatforms like YouTube Shorts and Instagram Reels are vying for attention, but Gen Z loyalty to TikTok suggests unique challenges for competitors.Effective Brand Strategies for Social MediaPartnerships with Influencers: Collaborating with niche creators ensures authenticity and targeted reach. Tubular’s tools help brands find emerging talent before they become too costly.Data Trends Driving InnovationClients seek real-time, actionable data to identify new trends and streamline strategies. Tubular offers advanced filtering to cut through noise and spotlight key opportunities.Guest: Erica OrtegaHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative  

Next in Media spoke with Ross Benes, senior analyst at eMarketer about the flood of new ad inventory in CTV, whether brands are really embracing addressable TV ads in a big way, and why we're currently obsessed with 90s trash culture.Check out Benes' book 1999: The Year Low Culture Conquered America and Kickstarted Our Bizarre Times (Politics and Popular Culture)Takeaways:• Streaming Dominance: Streaming accounts for nearly 50% of TV time but only 15% of ad revenue. • Linear TV's Revenue Lead: Despite streaming's popularity, linear TV generates six times the ad revenue of streaming due to higher ad loads and traditional viewer habits.• Shift in Viewer Habits: Streaming time is expected to surpass linear TV soon, with ad spending following a few years later. Businesses should prepare for this gradual migration of ad budgets.• Emergence of Smaller Advertisers: Streaming platforms like Roku and Disney+ are developing tools to attract small to mid-size advertisers, following the model of social platforms like Facebook.• Challenges in Streaming Metrics: Advertisers face confusion with inconsistent measurement systems across platforms. • AI in Media Buying: The adoption of AI in programmatic advertising is growing, but many tools are repackaged versions of existing technologies. • Generational Shifts in Content Nostalgia: Millennials and young Gen Xers are driving a revival of 1990s culture, offering opportunities for marketers to leverage nostalgia in campaigns.• Streaming Platforms Entering Sports: Netflix is experimenting with sports events, signaling a potential major push into sports broadcasting. • YouTube's Growing Role in Sports: YouTube's acquisition of NFL Sunday Ticket shows its ambitions in sports broadcasting. Guest: Ross BenesHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative  

Next in Creator Media spoke with Sol Betesh Co-Founder & CEO at Fallen Media, the company behind viral hits like Street Hearts and What's Popping, on why he's bullish on predictable, original series on short form platforms.Betesh also talked about why brands are still asking lots of elementary questions when working with creators, and how he's planning to deal with a potential TikTok ban.Takeaways:• Short-form Video is King: Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate modern content consumption. • Content Development is Strategic: Successful short-form series like "What's Poppin'" demonstrate the importance of iterative testing and audience feedback to refine formats and achieve viral success.• Monetization Evolves Over Time: Initial revenue streams for creators may start modestly, but with consistent hits and engagement, brands begin seeking partnerships, as seen with collaborations from Adidas and Expedia.• Brand Partnerships Benefit from Custom Integration: Creative campaigns, such as Westin's king-size bed in Central Park, showcase how unique content concepts can elevate brand visibility and audience connection.• Consistency Builds Trust: Regular posting and series predictability resonate with both audiences and brands, much like traditional entertainment models adapted for short-form platforms.• Agile Adaptation Across Platforms: While TikTok leads short-form innovation, creators hedge risks by maintaining strong presences on Instagram Reels, YouTube Shorts, and emerging alternatives like Snap Spotlight.• Creative Collaboration Over Focus Groups: Brands increasingly entrust creators to align with their vision while retaining creative control, simplifying processes to deliver authentic and engaging content.• Future of Short-form to Long-form: Successful short-form series often act as testbeds for scaling into longer formats, bridging gaps between digital platforms and traditional media outlets.Guest: Sol BeteshHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative