MrBeast’s focus on giveaways has fueled all-time highs in views and engagement — and has laid the groundwork for content growth that brands and publishers haven’t necessarily picked up on yet.

Whether you’re a social media creator, legacy film studio, or historic cable brand, reaching and activating audiences has never been so difficult.

PLUS: The Revisionists with OpenAP’s Brittany Slattery, Warner Bros. hijinks, and more

Does social video have a “prime time” window? John Cassillo explores.

Christopher Nolan’s ‘The Odyssey’ will undoubtedly be a box office winner. But can it surpass the moneymaking highs of ‘Oppenheimer?’

PLUS: ChatGPT’s ads thing, freeing the airwaves, audits and accreditation, and more

Comedies have shrunk as part of TV and movies, but they’re still alive and well on YouTube, as data from Tubular shows.

Most major films generate strong interest. Only some convert it into urgency. A look at why box office outcomes diverge even when audiences are paying attention.

PLUS: ChatGPT’s ads thing, freeing the airwaves, audits and accreditation, and more

Bad Bunny’s Gen Z appeal is a big part of the NFL’s larger efforts to get younger, and stay ahead of the streaming curve.

As AI-fueled video floods YouTube, brands chasing efficiency risk alienating consumers — and undermining YouTube’s push to win TV ad dollars.

A look at the increasing footprint of creators during the Super Bowl, as the NFL and advertisers invite digital video further into its domain.

Hollywood continues to misunderstand the economics of sequels, leaving industry execs scratching their heads over the front-loaded box office.

PLUS: Surviving the distraction economy, Alan Wolk’s Week in Review, and eliminating the FCC.

A&E isn’t shying away from the evolving way audiences are tuning in, embracing YouTube in a way that brings their programming directly to where viewers are.

PLUS: Alan Wolk on the Media Odyssey Podcast and more.

Disney+ is embracing short-form. But is it really just embracing owned video?

Not every film needs theatrical urgency to monetize. Audience behavior reveals which genres demand theaters—and which hold value beyond them.

Over three quarters of YouTube views came via short-form videos last year, as data from Tubular Labs highlights.

PLUS: TikTok is digital North Korea and PBS stations going independent