Project OAR, which had targeted a mid 2020 launch prior to the pandemic, now expects to have 10 million households with Vizio smart TVs ready to roll for deploying TV networks' addressable inventory nationally by year's end.

The pandemic created enough demand to lift (almost) all OTT boats, but there may already be signs that the market can't indefinitely sustain an endless proliferation of video services.

CTV accounted for fully half of total video ad views, followed by set-top-box views at 23%.

People like addressable ads nearly four times more than non-addressable ones --- and also remember addressable ads more accurately, finds an ambitious, still-in-progress study by GroupM's Finecast and DRG.

The ad-supported versus subscription-supported question is becoming increasingly irrelevant, according to executives from major entertainment companies, AVODs, SVODs and tech partners alike.