Connected TV Scales

Connected TV is gaining momentum, with increased investment in live content and sophisticated advertising capabilities.

Themes

Experiences Over Material Goods , The Power of Community and Connection

Timeframe

near-term

Subcategories

Brand Management Digital Content Creation Marketing Streaming Services

Impact areas

Advertising Brand Storytelling Live Sports Streaming Services Video Content

Detailed Analysis

Streaming platforms are investing heavily in live content, particularly sports, and enhancing their advertising solutions. This presents new opportunities for brands to scale their stories and connect with engaged audiences. As the report highlights, "Live sports broadcasting presents many ways to drive the engagement and community feeling sought by platforms."

Context Signals

Streaming giants are signing long-term deals for sports rights. Growth of ad-supported streaming tiers on platforms like Peacock, Hulu, and Disney+. Amazon Prime Video's large audience and advanced targeting capabilities.

Edge

Connected TV may become increasingly similar to broadcast television. Programmatic buying could open connected TV advertising to new advertisers. New ad integration options like product placement may emerge on streaming platforms.

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