All streaming services -- including ad-supported ones -- will need to be included in overall subscription bundles via home services providers as consumers demand more convenience to manage their array of entertainment and information sources.

Average frequency across 30 CTV campaigns of varying sizes was just 4.6, per a study by ANA and Innovid. Duplication rates, costs were also examined.

That's expectedly down a bit from the holiday quarter, but up 5% versus Q3 2021.

More input on why CTV spend, while growing, is still far below its share of total TV viewing.