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Connected TV Scales Up
Streaming platforms are investing heavily in live content and advertising solutions, offering brands new opportunities for scaled storytelling.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
The streaming landscape is evolving rapidly, with platforms vying for audience attention through live content and sophisticated advertising capabilities. Live sports are a key driver, attracting high viewership and offering opportunities for ad integrations and fandom engagement. This has led to increased investment in sports rights by streaming giants like Amazon, Netflix, and U-Next.
Context Signals
The 2024 Super Bowl had the highest US television ratings ever for a single-network telecast.
Amazon signed an 11-year deal with the NBA and WNBA.
Netflix signed a 10-year international deal with the WWE.
Edge
Connected TV will increasingly resemble broadcast television with more sports and commercials.
Larger inventory and programmatic buying may open connected TV advertising to new brands.
Platforms will offer more ad integration options, such as product placement, to compete with Amazon's targeting capabilities.
