Covers streaming. Bylines at businessinsider.com. Desk record: 2 signals cited since August 2026, 2 published. Updated September 9, 2026.
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Ad minutes per hour on top US streamers rose 18% from January to August, according to Ampere Analysis data shared with Business Insider.
Disney CEO Josh D’Amaro wants Disney+ to add games, merch, and personalization to boost lifetime fan value and cut churn. Analysts warn bundling shopping and gaming into streaming risks clutter without proven revenue upside, citing Netflix’s stalled gaming push.