Covers measurement and streaming. Bylines at thedrum.com. Desk record: 2 signals cited since August 2026, 2 published. Updated September 18, 2026.
Indexed from published reporting. Not a medianexis staff byline. Any journalist can ask to be removed.
EDO analyzed every national TV ad aired during the 2025-26 NFL regular season and found the average NFL spot drove the same consumer-behavior impact as 73 typical primetime ads, up 15% year over year.
Nielsen shows YouTube at a record 13.8% of US TV viewing versus Netflix’s 8%, fueling a rivalry narrative. But their business models — ad-supported scale versus subscription and live sports — chase different prizes.