Ad-supported streaming is entering a period of change as CTV matures. Media companies pursue mergers that may reduce fragmentation and increase scale. Advertisers are reevaluating how they measure success across streaming platforms as performance expectations rise and viewing habits shift. Brands and platforms are experimenting with implementing AI in CTV. A research effort analyzes the state of ad-supported streaming and the challenges it creates for marketers. To map current digital playbooks, three surveys were distributed to 125 respondents covering investments, tactics, and business challenges. Interviews were also conducted with marketing and streaming executives. YouTube leads in ad placements and budgets, followed by Prime Video with ads, then Hulu and Paramount+ tied.
"As CTV matures, the streaming ad industry is entering a period of change. Media giants like The Walt Disney Company and Paramount are pursuing mergers that have the potential to reduce market fragmentation and strengthen scale. At the same time, advertisers are reevaluating how they measure success across streaming platforms as performance expectations rise and audience viewing habits shift. Industry-wide, brands and platforms are experimenting with how to best implement AI in CTV."
"To map out marketers' current digital playbook, Modern Retail+ Research distributed three surveys asking 125 respondents a range of questions, including past and upcoming investments, marketing channel tactics and business challenges. Modern Retail+ Research also conducted interviews with the marketing and streaming executives from the following companies:"
"YouTube came out on top for the fourth year in a row as the ad-supported streaming service that received the largest portion of both survey respondents' ad placements and ad budgets. Seventy-five percent of brand and agency respondents said they currently place ads on YouTube as of Q1 2026. Amazon's Prime Video (with ads) followed in second place at 47% of respondents, while Hulu and Paramount+ tied in third place at 43% of respondents, respectively."
#ctv-advertising #ad-supported-streaming #marketing-measurement #ai-in-advertising #retail-media-and-digital-strategy
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