Ampere Analysis vs Mintel

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.

Ad-Supported Tiers Dominate Streaming Monetization

Market research from Ampere Analysis shows ad-supported subscription tiers are becoming the primary revenue engine for streaming services in North America, projected to account for 54% of SVOD revenues by the end of 2026. Ampere estimates ad revenue will exceed $18 billion in North America this year, representing over 20% of total SVOD revenue for the first time. Amazon (via Prime Video) is highlighted for its scale and for defaulting subscribers into ad-supported baselines, while competitors such as Netflix and Disney+ enlarge their ad footprints by raising ad-free prices. The shift is changing content commissioning toward habitual, ad-friendly formats and increasing ad impressions from major brands.

• Ampere Analysis projects ad-supported tiers will account for 54% of total SVOD revenues in North America by the end of 2026.
• Ampere estimates North American advertising revenue for streaming will surpass $18 billion this year, representing more than 20% of total SVOD revenue.
• Prime Video’s ad-supported reach exceeds 130 million U.S. viewers, a milestone reported by Matthew Keys at TheDesk.net.

Carter's Brand Refresh Targets Gen Z and Millennial Parents

Carter's has unveiled its first major brand refresh since 2000, aimed at appealing to Gen Z and millennial parents. The refresh includes a new logo (with an apostrophe replaced by a shooting star), a new visual identity, and a brand commitment: 'to let every child's light shine.' The accompanying 'Watch Them Glow' campaign launched on September 16, 2026, features a 60-second commercial on CTV platforms like Nexxen, Roku, Disney+, and Hulu, as well as digital and social channels. The campaign emphasizes self-expression and individuality, supported by Pew Research data. Carter's also introduced a creator program called 'Light Makers' with up to 15 Glow Grants in the first year. The rebrand follows new CEO Sharon Price John's appointment and increased marketing spend, contributing to a 5% net sales increase in Q2 2026. Partnerships with Outward Bound and Boys & Girls Clubs of America support children and families.

• Carter's launched its first major brand refresh since 2000, including a new logo, visual identity, and brand commitment: 'to let every child's light shine.'
• The 'Watch Them Glow' campaign launched on September 16, 2026, with a 60-second spot airing on CTV platforms like Nexxen, Roku, Disney+, and Hulu.
• The new logo replaces the apostrophe in 'Carter's' with a shooting star.

Global Beauty Ingredient Trends 2026

Mintel added a new featured research report: Global Beauty Ingredient Trends 2026 (Beauty and Personal Care).