Streaming Video Tracker - North American Update: May 2026

The Streaming Video Tracker keeps companies informed of all major North American OTT services, providing details on current players, new entrants, and trends in the OTT video services market. Services tracked include subscription, transactional, and ad-supported services that deliver professionally created content to consumers on internet-connected devices.

The May update analyzes the recent upfront presentations, which outlined upcoming programming, advertising technology, audience measurement, and streaming initiatives. The upfront season (which typically lasts May-August) has become more important for streaming services, as ad-supported streaming has become a central driver of industry growth and monetization.

Contact Parks Associates for information and subscription options for the Streaming Video Tracker service.

TV Upfronts 2026: Streaming Themes and Takeaways

Ad-Supported Streaming Goes Mainstream

Connected TV Anchors the Streaming Experience

AI-Powered Advertising and Interactive Ad Experiences Continue to Evolve

Premium Franchises, Live Sports, and Fandom Remain Central to Content Strategies

May Entertainment News

Roku’s Howdy Gains Traction as Hybrid Streaming Models Expand

YouTube Shorts Expand to the Google TV Home Screen

Nine Major TV Companies Partner on Outcome-Based Advertising Initiative

Warner Bros. Discovery Expands Focus on Agentic Advertising

Amazon Introduces Dynamically Personalized Commerce-Driven TV Advertising

Summary of Service Changes: Platforms, Business Models, and News

Service Changes: Platforms, Business Models, and News

Citations

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