Digital video keeps expanding as more viewers shift to streaming and mobile gains ground. Growth spans every generation, even as cord-cutting accelerates and reshapes how audiences spend time on the biggest screen in the home.

Streaming CPMs are flattening as swelling CTV inventory reshapes pricing power and forces advertisers to rethink how they balance cost, ad clutter, and reach.

Disney and YouTube TV struck a new carriage agreement late Friday, ending a nearly two-week clash that made more than 20 Disney channels, including ESPN and ABC, unavailable on the pay TV service. The outcome reinforces that YouTube is one of the most powerful forces in digital video, pay TV, and streaming. With a pay TV audience that eclipses its competitors and a viewership that is increasingly moving to digital platforms, YouTube TV is well positioned to capture sports-hungry audiences and the advertisers eager to reach them.

YouTube’s established dominance faces new competition from TikTok, long-held digital habits are maturing, and digital video is universal. Our latest forecast data reveals where each age group overindexes, how their time spent is shifting across platforms, and what marketers should prioritize next to stay relevant.