The year ahead will bring more standardization, measurement and attribution, next-gen video creative and, possibly, more cross-platform sharing traditional TV viewership data, say leading vendors.

Executives from Ocean Media, Havas Media and Electronic Arts discuss strategies for balancing reach and other goals with cost efficiency in cross-platform campaigns, without the benefit of a unified measurement standard.

Kagan and Leichtman put total Q3 net paid-TV subscriber losses across platforms at 1.9M and 1.75M, respectively. Leichtman, which includes top companies representing about 93% of the market, estimates that AT&T--which saw DirecTV sub losses of nearly 1.1M, and smaller losses at U-verse and AT&T Now--accounted for 79% of the loss among these leaders.

The company aims to be a centralized solution for overwhelmed viewers by becoming a content hub through its new TiVo+ connected service and marketing its ML-driven personalized content discovery solution to operators around the world.

Most executives surveyed say they view growing consumption of standalone OTT services as an opportunity, although they're (appropriately) afraid of the FAANG gang.