What began as an audio-only medium now spans video formats, connected TV screens, and creator-driven content that rivals traditional television.

Paramount+ rose 17%, but TV ads fell 10% as cord-cutting eroded linear’s base.

Netflix and peers drive 33% more co-viewing and longer sessions than YouTube, boosting ad impact.

OTT video is reshaping how adults spend their media time. Subscription streaming, free ad-supported channels, and long-form YouTube content on CTV are pulling attention away from traditional TV—and expanding total viewing in the process.

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Netflix is reshaping CTV economics as sports, live events, podcasts, and a potential WBD acquisition push its ad tier toward 10% of spend, with $3 billion in sight this year.

Doctors watch less TV than the average US adult, but favor CTV and on-demand—which are prime time for targeted pharma messaging.

Live sports boosted cable viewership in January, but streaming’s dominance signals marketers must balance CTV precision with linear scale.

This FAQ addresses the dynamics marketers must navigate as CTV crosses key tipping points against linear TV.

Media habits keep evolving as digital gains ground faster than traditional declines. Video is absorbing more attention, screens are doing more of the work, and the central battle is for a share of limited consumer time.

Roku wins in Q4 with $1.4 billion in revenues and 145.6 billion streaming hours, cementing its CTV scale and ad growth edge.

Amazon’s Twitch platform is testing pause ads as 51% of viewers act on them, betting on less intrusive formats to drive livestream reach.

Super Bowl ads still spark buzz, but fragmentation and $8 million costs push marketers to second-screen, social, and CTV plays.

PubMatic addresses publisher concerns with AI Insights, a tool that reveals buyer, DSP, and inventory trends to clarify where demand and value move.

Performance TV drives growth, but weak transparency undermines trust--meaning marketers should be selective about partners and prioritize contextual targeting.

A major streaming asset sale could reshape the CTV ad market. Bundling would concentrate demand and lift CPMs, while a no-deal would keep fragmentation high. Either way, platform fortunes will diverge.

YouTube is pulling close on reach, but traditional TV still delivers stronger engagement. As viewing shifts across screens, marketers face a growing tradeoff between scale and attention, and they must rethink how YouTube and TV fit together in video plans.

Streaming takes nearly half of TV viewing in a new record, driven by sports and major cultural hits, proving live events still dominate TV.

YouTube expands shoppable CTV ads with Google Demand Gen, with new units aiming to convert passive viewing into action without feeling intrusive.

Magnite and MNTN are partnering to expand access to live streaming ads in an integration that opens live inventory to performance marketers new to TV.