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Viewers spent an average of 4 hours and 35 minutes daily, generating 72.7 billion TRPs across platforms. Digital platforms captured 44% of total viewership, signaling a major shift in Ramadan content consumption habits.

Marketers are increasing investments in premium streaming environments to capitalize on audience shifts and data-driven targeting. Advancements in interactive formats and measurement tools are accelerating CTV’s role in cross-platform strategies.

Digital i’s latest Trend Report highlights a major shift in streaming behavior, with 88% of Prime Video users now on ad-supported tiers and YouTube surpassing Netflix in viewing time across APAC and North America. Live sports and bundled offerings further reshape the global streaming landscape.

A new Bango report reveals that 23% of Gen Z Americans now pay for social media subscriptions, spending nearly $1,000 annually across various services, and increasingly favoring bundled offerings through third-party providers.

According to Ampere, North America’s share of new Scripted series fell to 37% in H2 2024, while Asia Pacific reached a record 20%, driven by rising investment in local Originals across Japan, India, and Thailand.