D+ Research: Marketers navigate a changing CTV landscape
As CTV matures, the streaming ad industry is entering a period of change.
本条来自 Digiday（Marketing / 媒体），聚焦 CTV、广告投放、流媒体、YouTube。 This is an excerpt from our Digiday+ Research report “ The marketers’ 2026 guide to a shifting CTV landscape, including YouTube, Peacock and Roku ,” which analyzes the ad-supported streaming landscape and its role in marketers’ playbooks. The report is based on a survey of 125 brand and agency professionals, as well as individual interviews with marketing executives.
As CTV matures, the streaming ad industry is entering a period of change
- Mergers could shift the CTV landscape
- This is an excerpt from our Digiday+ Research report “ The marketers’ 2026 guide to a shifting CTV landscape, including YouTube, Peacock and Roku ,” which analyzes the ad-supported streaming landscape and its role in marketers’ playbooks
As CTV matures, the streaming ad industry is entering a period of change
This is an excerpt from our Digiday+ Research report “ The marketers’ 2026 guide to a shifting CTV landscape, including YouTube, Peacock and Roku ,” which analyzes the ad-supported streaming landscape and its role in marketers’ playbooks. The report is based on a survey of 125 brand and agency professionals, as well as individual interviews with marketing executives.
Mergers could shift the CTV landscape
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. This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.
本条目归入「Brand Marketing」垂直，涉及真实话题：CTV、广告投放、流媒体、YouTube。
· 市场：关注 CTV、广告投放 对相关品类与竞争格局的潜在影响。
· 消费者：YouTube、Amazon Prime Video、Hulu、Paramount+ 的受众行为与偏好变化值得追踪。
· 品牌：YouTube、Amazon Prime Video、Hulu、Paramount+ 的叙事、产品与增长动作可拆解复用。
· 渠道：内容分发与触点组合（社媒 / 电商 / 线下）的协同值得复盘。
· 涉及品牌：YouTube、Amazon Prime Video、Hulu、Paramount+。
· 核心话题：CTV、广告投放、流媒体、YouTube。
· 可思考：如何把「CTV」的洞察，转化为可衡量的内容与增长动作？
面试中可引用「D+ Research: Marketers navigate a changing CTV landscape」：围绕 YouTube、Amazon Prime Video、Hulu、Paramount+，说明你对行业动向的判断与可落地动作。
本条目相关英文术语可在「商务英语」模块按话题检索，用于外企面试表达训练。
This is an excerpt from our Digiday+ Research report “ The marketers’ 2026 guide to a shifting CTV landscape, including YouTube, Peacock and Roku ,” which analyzes the ad-supported…
This is an excerpt from our Digiday+ Research report “ The marketers’ 2026 guide to a shifting CTV landscape, including YouTube, Peacock and Roku ,” which analyzes the ad-supported…
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 budget…