CTV is no longer a side note in the media plan. As streaming takes over the living room, CTV has become a primary environment for reach, brand building, and measurable performance. Viewers are not thinking in terms of channels. They simply open an app on the main screen and press play.
At the same time, subscription fatigue and price sensitivity are changing how people access content. Many viewers cannot afford all the subscriptions they want, and have switched to ad supported or free streaming options. That shift expands the pool of CTV inventory and puts advertisers at the center of how premium content is financed.
