)
)
Every Screen is a Storefront: Navigating the CTV, OTT and Streaming Revolution
Connected TV (CTV) ad sales are projected to surpass traditional linear TV by 2028. As the digital age matures, discover how brands and retailers are leveraging rich first-party data and shoppable ad formats to transform the biggest screen in the home into a high-performance marketing engine.
Download the Report
About the Report
The television ecosystem is at a historic inflection point. As consumer attention shifts from linear schedules to on-demand streaming, the boundaries between broadcasting, retail media, and social commerce are dissolving. Today, 85% of people access on-demand TV services monthly, driving a media environment where every impression is accountable and every screen is shoppable.
The RetailX CTV, OTT and Streaming Report 2026 provides a strategic introduction to this rapidly maturing market. We explore the transition from linear transmission to digital-first offerings, the rising demand for measurable performance, and the technologies—from Data Clean Rooms to AI-driven targeting—that are opening new opportunities for brands of all sizes.
Key Insights & Takeaways
Download the report to explore the forces redefining the biggest screen in the home.
The Maturity of the Digital Age
Why CTV is no longer just an experimental extension of ecommerce but a core strategic pillar for off-site retail media.
The Data Advantage
How first-party data from loyalty schemes is being combined with streaming insights to enable tightly targeted, granular campaigns that linear TV cannot match.
Shoppable Ads
Insights into how giants like Amazon are turning Prime Video into a direct sales channel via remote-buy features and QR codes.
The Long Tail of Content
Understanding the power of niche demographics, influencers, and content creators who are garnering loyal audiences outside the mass market.
The "TV is TV" Principle
Expert perspective on why the industry must realign around the viewer experience rather than distribution methods.
What's Inside?
Strategic Overview
The state of the attention economy and why CTV ad spend is on a structural upward trajectory.
The CTV Ecosystem
A complete taxonomy of SVOD, AVOD, FAST, and the hardware players defining the market.
The Key Players
Detailed analysis of how broadcasters, brands, agencies, and tech providers interact.
Age of the Giants?
The battle for IP and library dominance among streamers like Netflix, Disney+, and Paramount.
Small Gains: CTV's Long Tail
How demographic changes and niche platforms are reshaping the advertising landscape.
Measuring Success
A deep dive into incremental Return on Ad Spend (iROAS), Data Clean Rooms, and the push for industry-wide standards.
AI Integration
How Generative AI is being used for creative ad production and "agentic" platforms for natural language campaign analysis.
Case Studies
Deep dives into the digital transformations of Channel 4, Amazon Ads, and Samsung Ads.
Partner Perspective: VIDAA
Denis Oštir on achieving coherence in a fragmented era.
Ready to turn impressions into influence on the big screen?
Download the Full Report — PDFProduced by RetailX in partnership with VIDAA, Human, LiveRamp, and Smadex.
Get Your Copy of the Report
Complete the form below to download the RetailX CTV, OTT and Streaming Report 2026.
Your information will be handled in accordance with the UK General Data Protection Regulation 2018 (GDPR). You can click on the unsubscribe links in our emails at any time to update your preferences and you can read our full Privacy Policy here. When you download this, we may share your data with the sponsors of the report in line with our Privacy Policy, and through carefully-evaluated legitimate interest. If you have any queries please contact our Data Compliance Officer on dataprotection@retailx.net.
)
)
)
)