Ampere Analysis vs eMarketer

Apple TV Bucks Unscripted Wave with Premium Scripted Focus

New research from Ampere Analysis reveals that Apple TV is the only major global streaming service to increase its proportion of scripted content in its US catalogue between Q2 2022 and Q2 2026. With unscripted content making up only 18% of its catalogue, Apple TV contrasts sharply with competitors like HBO Max, where unscripted hours approach 75%. Ampere's viewership data shows Apple's strategy works: Ted Lasso Season 4 drew 3.3 million unique US viewers in early September 2026, with other premium titles like Mayday and Silo also performing strongly. Looper Insights data indicates Apple's interface design, featuring portrait-oriented posters, directs 96.6% of Media Placement Value to Apple TV+ originals, reinforcing its premium positioning. Apple's approach is a deliberate trade, focusing on high-intent, culturally significant content rather than volume-driven engagement.

• Apple TV is the only major global streaming service to increase its proportion of scripted content in its US catalogue between Q2 2022 and Q2 2026.
• Apple TV has the lowest proportion of unscripted content among major US streamers, at 18% of its total catalogue.
• Ted Lasso Season 4 attracted 3.3 million unique US viewers in the first two weeks of September 2026.

Netflix's GTA VI Trailer Exclusivity Drove 100K Sign-Ups

New data from Ampere Analysis reveals that Netflix's six-hour exclusive window for the Grand Theft Auto VI trailer resulted in over 100,000 US sign-ups on launch day, the third-highest peak of 2026. The trailer also reactivated over 5% of lapsed users, outperforming all series and movies during that period. The analysis indicates that Netflix's strategic positioning as a cultural stage, rather than a content library, is its true competitive moat. For Rockstar Games, the deal provided access to non-gamer demographics, with 16% of Netflix subscribers not playing video games. This partnership highlights a shift in the streaming wars towards exclusive, high-impact cultural moments.

• GTA VI trailer drove over 100,000 US Netflix sign-ups on launch day (August 27, 2026).
• The trailer generated the third-highest peak in US Netflix sign-ups for 2026.
• Over 5% of lapsed US Netflix users returned to watch the trailer, outperforming all series and movies.

Pixability Launches Pixie to Detect AI Slop on YouTube

Pixability, a YouTube technology and data platform, has launched a new solution called Pixie to help brands and agencies avoid AI-generated 'slop' content on YouTube. The tool uses a combination of human verification and AI to identify and exclude made-for-advertising content, clickbait, and 'brain rot' videos from ad placements. Pixability assesses over 8 billion YouTube videos across 40 million channels. The launch comes as studies show a significant portion of YouTube feeds are AI-generated, and 53% of U.S. media experts cite ad adjacency to generative AI content as a top challenge in 2026. Pixability partners with Famous Birthdays to verify human creators. The company claims that avoiding slop can improve conversion rates by over 50%.

• Pixability launched a new solution called Pixie to detect and exclude AI-generated slop content on YouTube.
• Pixability assesses over 8 billion YouTube videos across 40 million channels.
• Pixability partners with Famous Birthdays to verify human creators.

EMARKETER acquires research arm of RetailX for global expansion of trusted retail brand rankings

EMARKETER acquires research arm of RetailX for global expansion of trusted retail brand rankings

EMARKETER acquires research arm of RetailX for global expansion of trusted retail brand rankings

EMARKETER announces acquisition of RetailX's research arm to expand its retail brand rankings globally.