The study by Comcast's Universal Ads was largely focused around "emerging brands," which typically and exclusively go to social media for their initial media campaigns.

In describing their favorite shows, 60% of all streaming viewers have recently begun watching a show that has already been on for several seasons, according to Hub Entertainment Research. Just 40% have started watching a new show's first season in the past year.

Over the last three years, 765 brands in 13 markets have placed sponsorships on teams in Major League Soccer - up 12% since 2022. Average spend per brand rose 7% to $452,000.

According to recent Comscore research, 18- to-34-year-old subscribers who are "cord nevers" (cable, satellite, virtual or telco) represent 45% of CTV households.