It鈥檚 debatable whether YouTube and the sub OTT platforms should be considered as direct competitors, but we treat them as such given YouTube鈥檚 approach to CTV. In some markets, like India, YouTube is in a league of its own. But this is not the case everywhere. Disney+ is also competitive in many of these countries, although its outlook has become blurry.
Ad-supported streaming is on the rise as viewers opt for cost-friendly options from platforms like Netflix and Disney+. With audience fragmentation increasing, advertisers must adopt smart, performance-driven strategies to stay effective in the evolving connected TV landscape.