In Q4 2020, ad impressions for DSPs, ad networks and other programmatic media aggregators surpassed those of premium publishers for the first time in Extreme Reach's tracking. And CTV lost its dominant share of impressions among digital devices, as mobile hit 40% to CTV's 35%.

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.