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The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

Netflix wants to turn your TV into a game console: By ditching AAA ambitions and betting on casual, connected TV games controlled by phones, Netflix is playing the long game to capture Gen Z gamers.

Partnerships between retail media networks (RMNs) and connected TV (CTV) platforms are giving brands access to better data, more shoppable ad options, and a full-funnel approach that drives results. These collaborations can make targeting smarter, shopping easier, and measurement clearer, helping advertisers prove their effectiveness.

Samsung GameBreaks turns ads into games: A new CTV ad unit lifts brand recall by 53% and signals a shift toward high-engagement, opt-in formats.

Streaming TV keeps growing, but so does the challenge of reaching viewers. With audiences constantly switching between platforms, old TV advertising methods fall short. A more precise, audience-first approach—borrowed from search and social marketing—is helping advertisers keep up.

LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.

New pre-home- screen video ads are sparking backlash as Roku’s monetization push clashes with users’ expectations for a paid device experience.

Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.