Most say they'd be OK with about three ad breaks per hour.

Report also offers insights on the effects of ad length and frequency on advertising attention.

More targeted paid video-on-demand services saw 37% subscription CAGR in the past four years, versus 21% for increasingly mass-oriented premium services.

Entertainment players may be underestimating the impacts of consumers' reaction to industry disputes.

Some marketers are actually leaning too hard into streaming, says the CEO of advanced TV company Ampersand.

Two months after its account-sharing crackdown, the gross adds were down from 3.5 million in June, and churn rates haven't been reported.

And that's just for the nine big platforms tracked by Vivvix, not including YouTube TV, The Roku Channel and the many other FASTs out there.

While the half that are the biggest linear TV viewers saw 92% of ad impressions.

Some 80% of Canadian internet users have CTVs, and nearly 40% report watching FASTs, per a new survey.