CTV the Centre of Media, Streaming and Commerce
The Centre of Media
As the global media industry enters 2026, one reality is now clear: connected TV is no longer emerging — it has arrived at the centre of the media ecosystem.
What began as an extension of linear television has evolved into the primary convergence point for streaming, advertising, creators, commerce and device innovation. In markets around the world, CTV is no longer competing for attention — it is defining how attention is discovered, measured and monetised.
The past twelve months have accelerated this shift. Streaming platforms have expanded their advertising models, creators have moved beyond mobile-only distribution, and smart TVs have become the most influential gateway into premium video consumption. Together, these forces are reshaping how the industry operates.
Streaming to Ecosystem
The streaming economy continues to expand at scale, with global revenues forecast to exceed US$277 billion in 2026. Growth is no longer concentrated in subscription alone, but increasingly across hybrid business models combining subscription, advertising and commerce.
At the same time, the smart TV and streaming device market is approaching US$90 billion globally, reinforcing the role of connected screens as the dominant interface for video consumption.
This dual expansion — content and devices — has shifted the industry from platform competition to ecosystem competition. Success is no longer determined solely by who owns the most content, but by who can deliver reach, relevance and visibility across connected environments.
The Home Screen Access
As streaming services, broadcaster apps, creator platforms and FAST channels multiply, discovery has emerged as the defining challenge of the CTV era.
The home screen has become far more than a launcher for apps. It is now the primary point of interaction between audiences and content — shaping viewing behaviour before playback even begins.
This shift places greater emphasis on:
- how content is surfaced and signposted
- how audiences navigate between services
- how visibility is measured and understood
In 2026, value creation increasingly begins at the interface layer.
Creators, Platforms and Growth
Connected TV is no longer the exclusive domain of traditional broadcasters and global streaming platforms.
Creator-led video, short-form storytelling and social distribution models are now extending onto the biggest screen in the home. This evolution reflects broader changes in audience behaviour, where cultural relevance and shared viewing moments matter as much as traditional formats.
The result is an expanded definition of television — one that includes premium drama alongside creator programming, live events alongside vertical video, and global platforms alongside national broadcasters.
CTV has become the environment where these formats intersect.
Advertising, Commerce and Premium
For advertisers, connected TV continues to represent the fastest-growing segment of video investment globally.
CTV uniquely combines the scale of television with the targeting, measurement and flexibility of digital media. As brands seek environments that deliver both impact and accountability, premium video delivered through connected devices has moved to the centre of media planning.
This evolution is unlocking new opportunities across:
- brand storytelling
- creator partnerships
- performance-driven outcomes
- shoppable and interactive video
As commerce and content increasingly converge, CTV sits at the intersection of entertainment and transaction.
Transparency and Collaboration
Globally, regulators are beginning to recognise the importance of device-level visibility and discoverability frameworks. These initiatives are not designed to constrain innovation, but to ensure clarity, consistency and fairness as connected TV becomes foundational infrastructure.
For the industry, this presents an opportunity to align early around best practice — enabling growth while maintaining trust.
CTVMA Global Policy Role
In 2026, the Connected TV Marketing Association continues to support the industry by providing:
- independent research and insight
- shared frameworks for transparency and measurement
- platforms for cross-sector collaboration
- neutral forum for dialogue across the CTV value chain
CTVMA’s role is not to determine winners, but to help the ecosystem function effectively as it scales — supporting innovation, investment and sustainable growth.
Connected TV Year Ahead
The coming year will not be remembered for a single platform launch or corporate transaction.
It will be remembered as the point at which connected TV became the central marketplace for media, streaming and commerce.
As audiences, creators, brands and platforms converge on the same screens, CTV is no longer simply part of the media mix — it is the environment in which the future of video is being built.
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