Beyoncé, center, is joined by her daughter Blue Ivy, right, during a halftime performance in an NFL football game between the Baltimore Ravens and the Houston Texans, Dec. 25, 2024, in Houston. (AP Photo/Maria Lysaker, File))
NEW YORK (AP) --
Christmas marked a milestone in media history: more streaming than any day ever before, according to the Nielsen company.
Netflix streamed two NFL games on that day, with Beyonce appearing as the halftime entertainment when the Houston Texans hosted the Baltimore Ravens.
Roughly half of all viewing in the United States that holiday was on streaming services, said Nielsen, the measurement service which has followed the rise of streaming in relation to traditional TV viewing over the past decade.
It was the first day Nielsen has measured where streaming services exceeded 50 billion viewing minutes. While the football games were dominant, other services did well with holiday movies like “Elf” and “Home Alone.”
The second most-streamed day ever came two weeks later, when Prime Video showed an NFL Wild Card game on Prime Video.
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Miai+'s (l-r) Bolu Akindoyin, Claudine Harris and Taylor Smith
Brand partnerships agency Miai+ is expanding into the U.S., opening its first stateside office in Seattle and appointing former Xbox global brand marketing general manager Taylor Smith, as VP and managing director, U.S.
Founded in the U.K., Miai’s partnership expertise was behind the multi-award-winning Xbox + Oreo “Cheat Cookies” campaign, Pringles’ “Meet Frank,” the Gucci + Xbox “Good Game” collection, and, as lead creative agency on Starfield + Tempur’s “Dream Chair” and Krispy Kreme + Xbox’s 20th Anniversary activation.
At Xbox, Smith led global brand marketing across major franchises, including Halo, Gears of War, Forza Motorsport, and Minecraft, as well as the Xbox console ecosystem and Xbox Game Pass. His work has earned more than 60 Cannes Lions, with campaigns such as Halo 3’s “Believe” and Tomb Raider’s “Survival Billboard” contributing to Clio Advertiser of the Year honors--the only creative leader to achieve this distinction twice in a decade.
Miai’s first U.S. office launches during a major sporting year in the U.S., headlined by the FIFA World Cup, and marks a natural next step for the well-established agency, supporting global clients including Xbox, Amazon Games, and Hasbro, with operations across both the U.K and North America.
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The office will be a creative agency offering, led by ideas that cut through with brand partnerships that amplify them. The new office brings 15 years of expertise in partnerships between gaming properties and brands, as well as negotiating sports sponsorship deals.
The Seattle base will operate as a hub for creative campaigns and partnerships, expanding capabilities across video, design, and content creation, while continuing to leverage... Read More
