While spending on CTV/OTT continues to grow, 51% of advertisers still say they view linear TV as the most valuable video platform. And when big advertisers buy CTV, they favor options available through the TV network companies.

A look at vMVPDs' shares of subscriptions and sign-ups, resubscribe and trial conversion rates, and more, courtesy of data from Antenna.

The growth of connected-TV devices and stay-at-home dynamics are expected to boost streaming viewership and engagement opportunities, says one digital ad-tech exec.