Dive into CTAM’s curated library of reports, studies, and insights—featuring expert perspectives, original research, and the latest, must-know trends shaping the future of streaming, sports, and consumer behavior.
The CTAM-HarrisX Super Bowl LX Viewing Experience Study 2026 reveals a viewing landscape in transition. Internet-connected viewing led the way this year, surpassing Traditional TV among home viewers. Yet when it comes to reliability, Traditional TV still holds the edge—delivering fewer interruptions and significantly fewer serious viewing issues.
*Available to CTAM members only.
January 28, 2026
Economic pressures, changing priorities, and demand for value are redefining how viewers choose, cycle, and bundle services. Growth is shifting from rapid adoption to deeper engagement, with evolving audience demographics and income dynamics shaping the market.
*Available to CTAM members only.
2025 Evolution Of Sports: What’s the Score? Wave 3
As rights continue to shift across broadcast, pay TV, streaming, and direct-to-consumer, it is becoming increasingly important to understand the value of sports content for all stakeholders. Discover how fans and consumers value and consume sports and sports-adjacent content from live viewership to alternative broadcasts, sports betting, podcasts, and more.
Thinking Out Loud
Thinking Out Loud
In this engaging podcast series, join CTAM President & CEO Vicki Lins as she chats with media and entertainment leaders about strategy, creativity, and marketing innovation. Past episodes include exclusive interviews with top executives from Xumo, AMC Global Media, Warner Bros. Discovery, Cineverse, Charter, National Geographic, and more!
