"Tiered plans give viewers control of their experience," sums up the author of a new study on monetizing video.

CTV ad impressions and spending were up 320% and 390%, respectively, in this year's first half, reports TVSquared.

Amazon and newcomer Discovery+ bucked the

vMVPDs were the only pay-TV segment to see growth during the pandemic, spurred by households' adoption of standalone broadband services.

Consumer and advertiser surveys for The Trade Desk's latest 'Future of TV' report add more evidence of CTV's growing importance to consumers and advertisers.