The era of connected TV expansion and fragmentation is coming to a close, and evolution — and maybe even consolidation — are what media companies and advertisers are preparing to address in 2023. In whatever direction the channel takes, CTV and the streaming landscape are poised to look very different in the coming months.
Ad-supported streaming is an increasingly prominent approach for the media companies, with both Netflix and Disney+ expected to soon debut ad-supported tiers for subscribers and mergers on the horizon. And as the options for CTV advertising grow, diversification will be essential for marketers.
