"It's time to rip off the Band-aid. Advertisers and media need to move faster to think holistically and look to change the rules on both sides of the equation," argues this global agency's chief commercial officer.

Performance marketers, in particular, are likely to shift ad dollars to CTV as ROI on Facebook and other non-Google digital campaigns declines, argues one CTV ad tech executive.

While some marketers say greater engagement as a result of less ad clutter is an important benefit of CTV, few seem willing to pay more for it.

Across the EU5 countries, weekly SVOD usage rates average 68%, while AVOD averages 63%.