Connected TV is set to grab ad dollars from digital budgets, not just linear TV -- and benefit from "super-aggregation," evolved measurement, and a focus on quality advertising over volume, according to ad-tech executives.

U.S. household vMVPD saturation is nearly double what it was as recently as 2019, according to some of the latest research.

Are SVOD subscription churn rates at 35% or even 44%? Actual transactions data from Antenna shared with Advanced TV Insider shows average U.S. churn at 6% in October--up just a half percentage point from October 2020.

CTV will account for about 12% of total global TV ad spending by next year, according to GroupM's new forecast.

With traditional TV audiences shrinking, being able to aggregate audiences across broadcast, AVODs, digital, social media and online games will drive a boom in addressable -- if deduping, unified measurement and streamlined inventory access are in place.