emerging
Connected TV Scales Stories
Streaming platforms are investing in live content and advertising solutions, offering brands new ways to scale storytelling.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
Video is crucial for emotional storytelling, and the streaming market is evolving rapidly. Streaming giants are investing in live sports broadcasting to capture audience attention and drive engagement. This shift is evident in long-term deals with sports leagues, creating new opportunities for advertisers to connect with fans and potentially impacting ad pricing.
Context Signals
Live sports deliver high audience peaks and strong fan engagement.
Amazon, Netflix, and U-Next have signed major sports deals.
Streaming platforms are promoting ad-supported tiers to viewers.
Edge
Connected TV may increasingly resemble broadcast television with more sports and commercials.
Larger inventory and programmatic buying could open connected TV to new advertisers.
Platforms may offer more ad integration options, such as product placement.
