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On traditional broadcast and cable TV, ad breaks are typically placed during the rising action of a program. By contrast, tech-led and free streaming platforms take a different path: both tend to reduce the number of ads as an episode progresses.
Over 60% of the global online population now watches short-form content daily—surpassing broadcast TV (47%), long-form streaming services (46%), and gaming (34%)—thanks to algorithm-driven platforms across all age groups.
YouTube reaches 84% of internet users monthly, with 34% of long-form viewers using Smart TVs. In Asia Pacific and Latin America, engagement with TV and film content on the platform hits 45% and 40% respectively.