Roku and Amazon Fire TV devices continued to dominate CTV, with 43% and 26% of ad views, respectively - or more than three-quarters of views combined.
And YouTube now generates as much in ad revenue as Netflix does in subscription revenue.
Disney+, already in 61 countries, will push into South Korea, Hong Kong and Taiwan in November. In the U.S., one of its opportunities lies in building social/video engagement with its exclusive content, new data shows.
The appeal of CTV's low ad loads can be easily undermined by annoying repetition of ads (especially the same creative) and technical problems like buffering, a new IAB report points out.