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Global Media Giants Double Down on Streaming Amid Revenue Shifts
Comcast's recent spinoff, Versant Media Group, reported its first earnings as a public entity, revealing a strategic pivot towards streaming despite an overall revenue decline. This move underscores the accelerating global shift from traditional linear television to digital streaming platforms, impacting advertising revenue models.
What Happened
- •Versant Media Group, a Comcast spinoff, released its inaugural earnings report as a publicly traded company on 3 March 2026.
- •The portfolio includes well-known networks such as CNBC, MS NOW, USA Network, E!, and Fandango.
- •The spinoff from Comcast occurred in January 2026.
- •Versant Media reported $6.69 billion in 2025 revenue, marking a 5% year-over-year decrease.
- •Advertising revenue was specifically noted as a declining segment within their report.
Why It Matters for NZ Marketers
- •This global trend confirms the accelerating decline of linear TV viewership, directly impacting traditional media buying in New Zealand.
- •NZ broadcasters and content providers face increased pressure to innovate their streaming offerings and ad-supported video on demand (AVOD) strategies.
- •Marketers must re-evaluate media mix models, shifting budgets from declining linear channels to where NZ audiences are increasingly consuming content.
- •The decline in traditional ad revenue globally signals potential pricing pressures or evolving inventory models for local NZ media.
- •NZ agencies need to bolster expertise in programmatic video, connected TV (CTV), and audience-based targeting within streaming environments.
Strategic Implications
- •Prioritise investment in CTV and programmatic video advertising to reach engaged audiences on streaming platforms.
- •Develop robust first-party data strategies to enhance targeting capabilities within fragmented streaming ecosystems.
- •Explore partnerships with local and international streaming services to secure premium ad inventory and content integrations.
- •Diversify content strategies beyond traditional linear formats, focusing on short-form video, interactive experiences, and influencer collaborations.
- •Measure campaign effectiveness using metrics relevant to streaming, such as completion rates, engagement, and audience reach, rather than traditional TV ratings.
Future Trend Signals
- •The continued unbundling of traditional media will lead to more direct-to-consumer streaming options and niche content platforms.
- •Advertising revenue will increasingly migrate to ad-supported streaming tiers and programmatic CTV, demanding advanced measurement solutions.
- •Consolidation among streaming platforms or further strategic partnerships between content owners and distributors is likely.
- •Data-driven personalisation and dynamic ad insertion will become standard practice in streaming advertising, offering granular targeting.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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