Justin Fromm

CTV upfront spend surpassed linear for the first time this year. And yet the industry continues to value audiences using metrics built for a bygone era.

With so many streaming apps and platforms available on the market, TVs need operating systems. And just like with early PCs, game consoles, mobile phones and streaming services, that means a battle for dominance is imminent.

The streaming landscape is rapidly expanding, with over 2,000 streaming services vying for US consumers’ attention. This surge has not only increased content availability but also heightened competition and subscriber churn. Samsung Ads’ data shows that, for every active user on a streaming app, eight users churned last year. This poses a significant concern, complicating media planning and monetization.