| A CYNOPSIS MESSAGE FROM OMEDA |
 IN THE NEWS |
Competition is intensifying among the top SVOD platforms, with challengers like Disney+, HBO Max, and Hulu closing the gap on Prime Video and Netflix. That’s according to JustWatch’s Q3 2025 U.S. Streaming Market Share Report, which shows:
· Prime Video (20%) and Netflix (19%) remain on top but each lost 1 percentage point this quarter and 2 points year over year, continuing a steady decline from their peaks earlier in 2025.
· Disney+ (14%) holds its ground as the strongest contender, while HBO Max rebounded (+1 pp) and kept its market share consistent year over year.
· Paramount+ (6%) continues to slip, down 3 points year over year, as platforms like Apple TV+ (8%) and Peacock (2%) hold steady or edge upward. |
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Social media is now a daily ritual for nearly nine in ten US adults, with engagement spanning everything from discovery to direct purchase, according to a survey from Adtaxi. Highlights include:
· 54% of US adults seek product or service recommendations on social media, 47% follow influencers or brands and 20% purchase directly through platforms.
· Social media has reached near-universal adoption, with 90% of adults active monthly and 88% engaging daily.
· 62% say AI combined with social media influences their purchase decisions, while 35% already believe AI is making social more useful and relevant.
· YouTube (75%), Facebook (73%), Instagram (64%) and TikTok (48%) dominate usage, with the average adult active on 4.7 platforms.
“As platforms evolve into multipurpose ecosystems powered by AI, marketers must adapt strategies to meet consumers at every stage of their journey,” said Chris Loretto, EVP of Adtaxi.
Big Media is aiming to bridge the gap between YouTube and traditional TV by teaming with Tommy G for “Ride Along With Tommy G,” a series that features the YouTuber’s ride-a-longs with law enforcement. “Big Media has built its reputation on strong partnerships with the world’s leading broadcast and streaming platforms and this expansion into creator-led content with pre-marketability brings an exciting new dimension – and millions of new viewers – to traditional media,” said Big Media president Danny Wilk. “Only a few years ago, the term ‘user-generated content’ was associated with low-quality video, but that thinking is now antiquated. All of these shows are well-produced, broadcast-quality with engaging storytelling that promotes longer viewing and binge watching.”
Apple TV+ has renewed “The Buccaneers” for season three. Season two of the drama, based on the unfinished novel by Edith Wharton, wrapped in August.
NBCUniversal will return to Radio City Music Hall for its 2026 Upfront, as the company celebrates a milestone year for NBC. “For over 100 years, NBC has defined the US television landscape for generations of viewers,” said Mark Marshall, Chairman, NBCUniversal Global Advertising & Partnerships. “As we head into our centennial year, we’re not just celebrating our legacy – we’re setting the course for what’s next.” |
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| CYNOPSIS SCREENSHIFT
All Eyes Here: Active Attention & Emotional Impact
In a world of skipped ads and divided screens, how do brands create moments that truly connect? At ScreenShift, Oct. 14 in NYC, this panel will explore how premium content, curated experiences, and high-attention platforms like cinema drive emotional impact and outperform crowded feeds.
Moderated by Christine Martino (Screenvision Media), with insights from Jen Soch (WPP Media) and Cara Lewis (Dentsu), the discussion unpacks why emotionally resonant content delivers stronger outcomes—and how active attention is becoming a vital media metric.
Be part of the conversation shaping the next era of brand connection.
Learn more and register |
| NEW & RETURNING SERIES |
| “Finding Your Roots With Henry Louis Gates, Jr.” returns for season 12 on PBS on Tuesday, January 6. Twenty new celebrity guests are set to learn about their genealogical history – among them Lizzo, Barry Diller and Spike Lee. |
 Hulu’s “All’s Fair,” following divorce attorneys who open their own practice, premieres Tuesday, November 4 with three episodes. The legal drama stars Kim Kardashian, Naomi Watts, Niecy Nash-Betts, Teyana Taylor, and Matthew Noszka with Sarah Paulson and Glenn Close.
Season two of Apple TV+’s “Drops of God” debuts Wednesday, January 26. New episodes of the French-Japanese wine drama will drop weekly until March 11.
Turkish series “Lejos de Ti “(Far Away) has its US premiere on Telemundo on Monday, October 20 at 10p. The drama tells the story of a doctor living in Canada, whose life is turned upside down after the sudden death of her husband.
Swerve Sports, a free streaming channel dedicated to women’s sports, and girl empowerment brand Rebel Girls are launching “Rebel Girls Sports Hour,” a kids and family show offering inspiring stories of women athletes. The first three episodes will premiere weekly beginning Saturday, October 11 at 10a. Episodes will also be on demand on FAST channel Swerve Sports. |
Today’s Premieres
ABC: 9-1-1 at 8p; 9-1-1: Nashville at 9p; Grey’s Anatomy at 10p
HBO Max: Vgly
Netflix: Boots; The Resurrected; Victoria Beckham
Peacock: O’ahu Shores; Team Mekbots: Animal Rescue
Ho ho ho! Cynopsis is gearing up for our annual Holiday Programming Guide – dropping November 3 and delivered straight to all Cynopsis subscribers. If your network has holiday programming airing from November 3 through January 1, please send your listing to janetdilauro@gmail.com and Lynn@cynopsis.com no later than October 22 with the subject line: Holiday Guide. To be included, programs must be listed by date, title of program, and start times, in the following format: “Thursday, November 19: Network Name: My One Christmas Wish at 9a, Paper Angels at 11a, 12 Days of Giving at 1p”. Holiday-related programs only! A confirmation email will be sent following each submission (if you don’t receive a confirmation email, please resubmit). |
| PRODUCTION |
| Paramount+ has greenlit “9/12,” a six-episode limited series about the aftermath of 9/11, with Jeremy Strong (“Succession”) set to star and executive produce. The series is the first original production under the new Paramount+ and Paramount Television Studios.
Speaking of, Paramount Television Studios signed a first-look deal with Iron Ocean that kicks off with spy thriller “The Amber Warning,” based on the bestseller by Robert Ludlum. Jessica Biel will star in and executive produce.
Michael C. Hall will keep killing it. Showtime has renewed “Dexter: Resurrection” for a second season, starring Hall as a serial killer whose past is catching up with him.
Questlove is making a documentary about Earth, Wind & Fire for HBO. The film, made with the support of the band, will feature exclusive access to its archives of material.
Go Button Media is going into production on two new factual series: “War Trains” and “Ancient Disasters.” Both have been recently greenlit by Cineflix Rights and Canadian broadcaster Super Channel, and form part of a 60-hour slate deal announced last year. |
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CABLEFAX MOST POWERFUL WOMEN
Deadline Extended.
You asked—we listened. Nominations are now open until 10/10. Celebrate the women setting the agenda in programming, operations, marketing, technology, and beyond. Don’t let these game-changers go unrecognized—nominate today.
NOMINATE NOW |
| TECH |
CleanTap released research revealing critical vulnerabilities in the CTV advertising ecosystem. Key findings in “Counterfeit Connected TV and the Digital Ad Industry’s Failure to Detect, Deter, and Disrupt Fraudulent Inventory” include:
· 100% of counterfeit activity was accepted into live auctions, generating thousands of premium ad impressions.
· Ads from Fortune 100 brands were served on counterfeit devices, illustrating the risk to even the most sophisticated advertisers.“
As CTV ad spend continues to surge, the stakes for protecting premium inventory have never been higher,” said Shailin Dhar, co-founder, CleanTap. “Our research shows that today’s safeguards are not enough – counterfeit devices can still slip through undetected. It’s clear the industry needs upstream protections, hardware-based verification, and stronger collaboration across the supply chain.”
Data and advanced creative are driving the shift to CTV-first advertising, according to an LG Ad Solutions study. Key findings from the report include:
· 84% of buyers using advanced creative formats say they directly drive business outcomes like brand lift, site visits, and purchases.
· 70% agree that insights spark effective ideas, reinforcing the role of data not just in targeting, but in shaping the creative process from the start.
· 63% say creative and data teams still operate in silos, while 42% note that creative development is undervalued due to cost and complexity.
“Cutting-edge advertising today means using advanced features to creatively engage audiences on the biggest screen in the home – and to deliver outcomes like brand lift, site visits, and purchases,” said Tony Marlow, Chief Marketing Officer at LG Ad Solutions. “That’s the art and science of CTV: the art is the storytelling canvas that captures attention, and the science is the data and precision that ensures it reaches the right people and drives results. Marketers are realizing that advanced creative is about both engagement and impact.”
Guideline is launching the Guideline AI Agent, a conversational interface built directly into Guideline’s customer-facing data platform that enables users to ask a question in plain English and instantly receive insights and answers in the form of text, charts, tables, visual comparisons, and diagnostic context. “With this new AI Agent, we are helping our customers derive instant insights to Guideline’s unmatched data foundation,” said Vincent Mifsud, CEO of Guideline. “Our customers can now move from a plain English question to decision in seconds, accelerating time to value, enhancing insight readiness, and unlocking new ways to apply differentiated intelligence across their organizations.” |
| HEARD AT AWNY |
| “As is typical at industry conferences, we’re hearing a lot about innovation and new frontiers in streaming TV at Advertising Week, from things like contextual targeting to new ad formats. All of that’s exciting for the future of the industry, but my biggest takeaway is the need for balance between innovation and the basics. To unlock more ad dollars in streaming, we have to get the ‘bread and butter’ fundamentals right first – fixing bidstream inaccuracies, improving transparency, and making it easier for marketers to buy with confidence.” – Dave Bernath, CEO at Wurl
“What I kept hearing at AWNY is that currency debates only matter if they improve outcomes. Buyers want measurement that reconciles linear and streaming, exposes the math, and holds every impression to the same standard. Trust comes from transparent methods, stable big data, and results you can verify.” – Bryan Goski, CRO of VideoAmp
“While the buzz at Advertising Week New York centered on AI and automation, the takeaway for me was simpler: innovation means nothing without clarity, craft, and purpose. As we adopt new tools, we can’t lose sight of what truly moves audiences — authentic creative, consistent storytelling, and work that serves a greater good. Technology should enhance creativity and amplify impact, not replace the human purpose behind it.” – Kris Johns, CEO at AdGood
“At AWNY the conversation around CTV felt different. People are tired of hearing about scale without proof. The expectation now is simple. If CTV cannot perform like search and social, it will not earn its share of budgets.” – Jason Fairchild, CEO of tvScientific
“Search is going down, but AI still hasn’t replaced the value of real community. Brands are realizing that human connection and trust can’t just be automated. At the same time, the advertising industry is entering a fascinating period, with new measurable ad formats emerging across audio, in-game, and other digital experiences. These formats aren’t just creative but they give marketers real data on engagement and effectiveness. It’s an exciting moment for advertisers willing to rethink how they reach and connect with audiences.” – Elad Stern, President and Co-Founder of Odeeo.
“What I kept hearing at AWNY is that marketers are done with one-size-fits-all creative. Dynamic creative optimization is being recognized as the engine for omnichannel campaigns, whether it’s CTV, audio, display, or DOOH. The breakthrough is AI fine-tuning creative in real time, so a single campaign can evolve into thousands of variations that truly connect with consumers.” – Ryan Nelsen, CMO of StackAdapt
“At AWNY I kept hearing that complexity is killing progress. We don’t need new labels or complex middle layers. We need straightforward ways for buyers and sellers to work together with transparent signals that drive outcomes. The real opportunity is in minimizing the noise so more value flows between the people creating and investing in premium content.” – Mike Laband, Group SVP, US Revenue at Magnite
“What we’re hearing at AWNY: the audio landscape is growing, but scaling it globally is still a major pain point. We’re seeing more international briefs from advertisers as the programmatic market continues to evolve and they’re no longer market-by-market, they’re global from the start. Marketers want the same reach, consistency, and ease they get in digital and video. Audio can travel but now the industry needs to catch up and make global activation just as seamless.” – Brian Conlan, President, DAX US
“At Advertising Week New York, the theme wasn’t just about chasing performance – it was about optimizing it. The smartest marketers are rethinking their entire supply paths to turn ROAS from a reporting metric into a true growth engine. Every decision along the path, from data quality to partner transparency, determines whether spend is wasted or working harder. Optimization isn’t just operational anymore; it’s strategic.” – Cort Irish, VP, Marketing & Communications at Claritas
“It’s clear from the panels at Ad Week that advertisers are using advanced audience data to move beyond traditional demographics, targeting viewers based on behaviors, interests, and purchase intent. This shift is transforming TV from a reach-based channel into a precision marketing tool and allowing advertisers to deliver relevance at scale.” Bill Carney, Ampersand, Director National Sales |
| COMING UP |
| Oxygen doc “The Boston Strangler: Unheard Confessions” premieres Sunday, October 26 at 6p. The film uncovers new details about the cases of 11 women found murdered between 1962 and 1964.
Food Network kicks off its holiday programming on Sunday, November 2 at 8p with a new season of the “Harry Potter: Wizards of Baking,” followed by special “World’s Sweetest Candy Shops.” All told, the net will offer over 50 hours of festive fare.
Holiday film “Once Upon a Christmas” has a new name: “A Royal Icing Christmas.” The movie starts streaming Thursday, October 23 on Great American Pure Flix, and premieres two days later on Great American Family and GFAM+. |
| SPORTS REPORT |
| Amazon Ads shared its lineup of presenting sponsors for the inaugural season of NBA on Prime: CarMax, AT&T, Universal Orlando Resort, Wayfair, Wingstop, Mercedes-Benz-USA, and State Farm. “These partnerships represent another milestone as we continue to expand our live sports offerings,” said Danielle Carney, Head of US Video and Live Sports Sales, Amazon Ads. ” By leveraging our successful learnings with Thursday Night Football, we’re creating an enhanced NBA advertising experience that enables brands to forge meaningful connections with passionate basketball fans through premium content, innovative ad formats, and exclusive measurement capabilities that deliver full-funnel results.”
Kate Scott will lead play-by-play for USA Network’s coverage of the WBNA next season. “I cut my teeth in this industry covering women’s basketball and I’ve always dreamed of our paths crossing again,” said the broadcaster, who has covered the NBA, NFL and NHL. “Watching these W Finals and knowing I’ll be courtside next season calling games has been nothing short of thrilling.”
Manchester City struck a US media collaboration with Paramount+. The agreement will see Paramount+ branding and content visible across the Club’s official digital and social media channels in the US throughout the 2025/26 UEFA Champions League campaign.
FloSports has a new partnership with Cycle City Promotions that brings AMA EnduroCross Series exclusively to FloRacing. The agreement makes FloRacing the official livestream and media partner for the AMA EnduroCross Series, beginning with the start of the six-round series on October 18. |
| DISTRIBUTION |
| Spectrum News struck a deal with Comcast to expand distribution of Spectrum News to Xfinity TV customers in Connecticut, Northern New Jersey, Orlando and Tampa. Previously launched in California in response to the Los Angeles wildfires, Spectrum News will remain available to Xfinity TV customers throughout the state, with local news for viewers in Sacramento and San Francisco.
MGM+ has secured rights for the US, Spain, Italy, Belgium, Netherlands and Latin America to “Vanished,” a four-part mystery thriller series from AGC Television. Prime Video had previously announced deals for the UK, Ireland, Canada, Australia and New Zealand.
Wedotv has expanded its footprint to the MENA region via a distribution agreement with evision, the media arm of e&. FAST wedotv BIG Stories and wedotv sports MENA are now available to subscribers of TV by e&, as well as on STARZ ON, its AVOD app. |
| RATINGS |
| The first four games of the American League Division Series across Fox and FS1 drew an average 3.187 million viewers, up from 2.791 million in 2024.
Fox’s “America’s Game of the Week” delivered 20.3 million average viewers in week 5, to rank as the most-watched telecast of the week on any network. Season-to-date, AGOTW is averaging 26,345,000 viewers, up +3% over last year’s season-to-date average.
Basic Cable Top 10 for the week of September 29
P2+ AA (000)
Primetime
ESPN 4515
Fox News 2444
MSNBC 892
Fox Sports 1 872
TBS 793
NN 534
HGTV 526
Hallmark Channel 402
ESPN2 385
TLC 382
Total Day
Fox News 1537
ESPN 1474
MSNBC 518
CNN 394
TBS 328
HGTV 297
Fox Sports 1 271
NFL Network 240
Hallmark Channel 219
GSN 212
Source: Nielsen |
| EXECUTIVE MOVES |
| STUDIO TF1 AMERICA has appointed Meghan Hooper White as Executive Vice President of Global Strategy and Co-Productions. Most recently, Hooper White served as EVP, Head of Original Movies and Limited Series at MTV Entertainment Group, Paramount Global.
NBCUniversal Telemundo Enterprises has promoted Joaquin Duro to EVP, Sports and Head of Streaming. In addition to running Telemundo Deportes, Duro will expand his responsibilities to include oversight of the company’s’ overall streaming business.
Emma Gormley has been named Managing Director of MultiStory Media in a move which strategically aligns ITV Studios Daytime and MultiStory Media within one scaled label. Gormley has led on a number of technological and sustainable firsts while Head of Production at Daytime. |
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This Day in History
1928 – The Yankees became the first team to sweep consecutive World Series.
Answer to Our Last Trivia Question
On which very short-lived comedy series did Laurie Metcalf star opposite Nathan Lane? “Charlie Lawrence” (2003). Kudos to: Susan Nessanbaum-Goldberg-M and S Entertainment/LA; David Garber-Loyola Marymount University/Playa Vista, CA; Aaron Pacquette-AccelerateSG/Fort Worth, TX; Andrew Goldman-Phanes Funding Group/NYC; Rev. Mark Wajda/Clermont, FL; Gerry Bixenspan-TV Marketing Inc./NYC
Today’s Trivia Question
No Googling Week: Which two medical dramas ran from 1969-76? (Email trivia@cynopsis.com with your answer and be sure to include your name, company, city and time zone.) |
NATIONAL SALES MANAGER>>
HEARST MEDIA PRODUCTION GROUP/CHARLOTTE, NC:
Oversee daily sales pipeline operations focused on national sponsorships, integrations, and branded content tied to unscripted programming. Manage and coach the Business Development team, drive outbound activity, shape proposals and pricing, and lead CRM strategy, reporting, and optimizations via Salesforce. Full info HERE
MANAGER, CONSUMER INSIGHTS & BUSINESS INTELLIGENCE >>
SESAME WORKSHOP/NEW YORK, NY:
Support the Research & Insights team in understanding the behaviors, motivations, and needs of children, educators, and caregivers—especially as they interact with TV shows, digital content and experiences. This role will help execute research initiatives that inform content strategy, digital product development, marketing, and audience engagement. Full info HERE
ASSOCIATE PRODUCER >>
NTD/WASHINGTON, DC:
Pitch story ideas and write scripts/segment outlines as well as research guests and interview topics. Book guests and coordinate interviews. Help with logistics and sometimes field production. Support shoots and ensure production runs smoothly. Review footage and work with editors to shape final episodes. Write headlines, teasers, and social posts. Full info HERE
DIRECTOR, HUMAN RESOURCES AND ADMINISTRATION >>
THE JIM HENSON COMPANY/HOLLYWOOD, CA: Responsible for all HR functions and oversight of administrative and management needs. This strategic role is charged with operating from a customer service driven viewpoint that prioritizes employee satisfaction as well as enforce legally compliant policies, increase efficiency by implementing administrative and record-keeping best practices. Full info HERE
SENIOR DESIGNER >>
REELZ CHANNEL/ALBUQUERQUE, NM: Responsible for the concept, design and execution of various motion graphics projects for on-air promo and sales presentations. Will be required to design and create graphics for social media, digital and print. Must be able to follow brand guidelines and expand and change the brand look when necessary. Full info HERE
EVP, COMMERCIAL & TECHNOLOGY TRANSACTIONS, LEGAL & BUSINESS AFFAIRS >>
A+E GLOBAL MEDIA/NY(HYBRID): Oversee the three major areas of commercial transactions (comprised of supporting the Distribution, Total Media Solutions and Global Content Sales divisions) and the adjacent areas supported by the attorney teams that principally support those divisions (including vendor management and privacy). Full info HERE
SR. DIRECTOR OF SALES, KSTU & KUPX >>
THE E.W. SCRIPPS COMPANY/SALT LAKE CITY: Leverage our suite of advertising solutions to unlock growth opportunities for local and national businesses. Play a role in driving the station’s revenue goals as well as serving as the home station for Utah’s new NHL team. Collaborate with our production team to create campaigns that connect our clients with their customers in meaningful ways. Full info HERE
DIGITAL MEDIA BUYER >>
FURMAN ROTH ADVERTISING/NY(HYBRID): Plan, launch, and optimize digital marketing campaigns across various paid media channels (including Display, Google products, Paid Social, CTV, and Programmatic, etc.) while managing budgets effectively. Support the execution of media plans across platforms, overseeing targeting, budget allocation, and performance tracking to drive campaign success. Full info HERE
ACCOUNT DIRECTOR; CTV BRAND PARTNERSHIPS – MID WEST/WEST COAST
FUTURE TODAY
REMOTE
Build, maintain and expand a pipeline of sales targets, contacts, and sales opportunities leveraging your relationships with a heavy focus on new business revenue. Build/nurture relationships with the investment, strategy, precision and digital agencies as well as clients. Also maintain an ongoing knowledge of the streaming media landscape. Full info HERE
DIRECTOR, AD MARKETING & SALES >>
THE SHADE ROOM/REMOTE: Develop and execute a revenue growth strategy to drive direct advertising, branded content, and sponsorship sales as well as lead the development of compelling advertising and branded content offerings tailored for TSR’s audience and cultivate and maintain strong relationships with key advertisers, media agencies, and brand partners. Full info HERE
PROFESSIONAL LECTURER OF COMMUNICATION/SPORTS BROADCASTING >>
MARIST UNIVERSITY/ POUGHKEEPSIE, NY: Teach studio and field broadcasting and new media courses in sports media and journalism as well as be able to teach a studio course on producing a newscast and help students live stream a podcast or produce short-form feature content suitable for social media streaming. Also demonstrate through their teaching, professional activity, and service. Full info HERE
SALES LEAD – AGENCY PARTNERSHIPS
UPWAVE
NEW YORK, NY
Build and manage relationships with our agency partners – mostly targeting media buyers and planners – and help them see the value of adding Upwave measurement to The Trade Desk campaigns. You will both leverage your existing network and open new doors to achieve aggressive but achievable sales targets. Full info HERE |
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