Connected TV Marketing Association @CTVMA

Home Screen Pilot The Connected TV Marketing Association Observatory is examining the evolving role of operating systems and home screen environments as structural coordination layers within the connected TV ecosystem. As streaming distribution continues to scale globally, industry architecture is expanding across cloud delivery, encoding environments, identity frameworks and programmatic monetisation systems. Within this increasingly layered environment, the operating system and home screen interface are emerging as the point at which distribution pathways become visible and accessible to audiences in practice. Policy Convergence At the same time, policy frameworks are extending beyond traditional broadcasting categories toward platform-distributed environments, including developments in VoD regulation, smart TV prominence frameworks and platform oversight. These developments indicate growing recognition that discoverability and accessibility are shaped not only by content availabilit...