When respondents were asked to identify top original programming with its premium streamer, only one hit the 50% level correctly with its streamer association: Netflix's "Squid Game."

A Harris Poll report finds 90% of streaming viewers are more engaged (vs. social media at 79%) compared to other media competitors on a broader overview basis, while 51% prefer streaming on "bigger" screens like TV sets.

An analysis found the "majority of impressions available for purchase lack program, and episode level information, genre classifications, quality, ratings." Research was conducted by Peer39, which specializes in pre-bid targeting/post-buy analysis.

"While CTV and streaming platforms have advanced audience targeting, consumers may not always recognize or feel the benefits," authors of a new study on digital video and TV advertising say.