Streaming and Advertising at CES 2025: The Future of Media Takes Shape

Industry leaders explore the intersection of streaming, advertising, and AI at the annual tech showcase.

LAS VEGAS, NEVADA -- At CES 2025 in Las Vegas, a high-profile panel discussion titled “TV, Streaming & Advertising: Dynamic Platforms – Dynamic Opportunities” offered an insightful glimpse into the rapidly transforming world of media. Moderated by Greg Kahn, co-founder of AI Trailblazers and head of GK Digital Ventures, the panel brought together executives from Amazon, Disney, GroupM, and others to analyze the trends defining streaming and advertising in the years ahead.

Their verdict? The next era of media will be shaped by advancements in personalization, the rise of niche content, evolving consumer habits, and groundbreaking applications of artificial intelligence.

Streaming Surpasses Traditional TV

Streaming has cemented itself as the dominant force in entertainment, accounting for 41% of total TV viewing in the U.S. Platforms like Netflix, YouTube, and Amazon Prime Video lead the charge, while ad-supported tiers are becoming increasingly popular. Live sports, long considered the backbone of traditional television, are playing an outsized role in this transition to streaming.

“Live sports are a critical differentiator for platforms,” said Danielle Carney, head of live sports advertising at Amazon. Women’s sports, in particular, have emerged as a growth area, with the WNBA and NWSL driving increased audience engagement. Carney noted that advertisers are planning campaigns earlier and leaning into this newfound momentum.

Shannon Prewitt, Stagwell’s Chief Marketing Officer, emphasized the importance of sports in subscriber retention. “There are only two types of appointment viewing left: news and sports. Sports keep people engaged and reduce churn, which is increasingly critical as competition among platforms intensifies.”

AI’s Growing Role in Media

Artificial intelligence emerged as a central theme during the panel, with executives discussing its transformative potential for content creation, advertising, and consumer experiences.

Trent Wheeler, head of innovation at Grayson Open, highlighted AI’s capacity to reshape how audiences interact with content. “Imagine shows with multiple endings dynamically tailored to viewer preferences,” he said, suggesting that AI could drive deeper engagement while improving content discovery.

Amazon is already leveraging AI to personalize ad experiences. “We’ve launched tools that allow businesses to create video ads in minutes, enabling smaller advertisers to participate in streaming’s growth,” said Carney. Disney is also applying AI to optimize targeting and enhance the viewing experience. “Consumers expect personalization, and we’re using AI to deliver on that promise across all our platforms,” said Jamie Power, Disney’s SVP of Addressable Advertising.

Wheeler pointed to the untapped potential of AI chatbots designed for entertainment. “Recreating the watercooler experience through conversational interfaces could revolutionize content discovery and audience engagement,” he said.

Unlocking the Value of Niche Content

Beyond blockbuster sports, niche events and hobbies are gaining traction, thanks to their devoted fanbases. Wheeler cited the growing popularity of specialized content such as rock climbing and esports, noting their ability to drive long-term engagement.

However, discovery remains a key challenge. “Consumers struggle to find what they want, especially live content,” said Susan Schiekofer, Chief Digital Investment Officer at GroupM. She called for industry-wide collaboration to establish better standards and tools to navigate the fragmented ecosystem.

Platforms are responding by building discovery tools and improving user interfaces. Carney noted that Amazon Prime Video’s integration with NBA programming includes features to help viewers easily find related content, a model she believes will extend across other sports and genres.

Partnerships Drive Innovation

Collaboration between platforms and brands is essential to advancing streaming and advertising, the panelists agreed. Power highlighted Disney’s partnerships to create unified audience targeting across platforms like Netflix and Amazon. “Advertisers want to buy audiences, not individual platforms. Partnerships are critical to meeting their expectations,” she said.

Evan Chiamonko, Warner Bros. Discovery’s head of ad strategy, spoke about the evolution of branded content. “Brands are investing in high-quality content that doesn’t feel like advertising,” he said. The key, he added, is ensuring that such content aligns with platform standards and audience expectations.

Addressing Consumer Churn

As subscription fatigue sets in, platforms are under pressure to keep viewers engaged. Chiamonko noted that churn rates are rising as consumers toggle between platforms to follow specific shows or sports.

Prewitt emphasized the importance of bundling and content discovery in building loyalty. “The stat used to be that most people had three streaming services. Now, with bundles and a fragmented ecosystem, consumers are juggling more subscriptions but also churning faster,” she said.

The role of social media in driving viewership also came under the spotlight. Panelists pointed to examples like NBC’s Olympics coverage, where social platforms played a significant role in directing audiences to streaming services.

The Road Ahead

The panel concluded with predictions for the next five years. Consolidation in the streaming industry was a recurring theme, with panelists suggesting that profitability will drive mergers and acquisitions. “The industry needs to move toward financial sustainability,” Chiamonko said.

At the same time, the democratization of content creation and distribution through AI will continue to expand opportunities for small businesses and niche creators. “AI is making it possible for anyone to tell a story or market a product,” said Carney.

As platforms innovate to meet consumer demands for personalization, discoverability, and seamless experiences, the line between traditional broadcasting and digital streaming is expected to blur further. Kahn summarized the session succinctly: “The future of streaming will be defined by personalization, partnerships, and the ability to balance tradition with innovation.”

The next frontier for streaming and advertising lies at the intersection of technology, creativity, and consumer engagement—a path that will likely redefine entertainment by 2030.