[{"data":1,"prerenderedAt":2094},["ShallowReactive",2],{"post:ambient-and-appointment-streamers":3,"posts":263},{"post":4},{"_createdAt":5,"_id":6,"_rev":7,"_system":8,"_type":11,"_updatedAt":12,"content":13,"featured":228,"mainImage":229,"mainImageUrl":232,"publishedAt":233,"relatedPosts":234,"seoDescription":260,"seoTitle":261,"slug":262,"title":259},"2026-06-01T03:30:08Z","94462ffa-6da8-4a55-a3a0-2570bd61d8b2","CDqJEQBXssmlQYvWvXWPV8",{"base":9},{"id":6,"rev":10},"kd3I1xb3h92caWGnFplkGj","blog","2026-06-11T12:39:44Z",[14,26,32,40,44,52,67,79,91,99,107,111,119,126,135,143,158,166,174,190,197,205,213,220],{"_key":15,"_type":16,"children":17,"markDefs":24,"style":25},"4b945b5f8e9c","block",[18],{"_key":19,"_type":20,"marks":21,"text":23},"be571185dd22","span",[22],"em","In our Q2 Streaming Pulse study, we analyzed the viewing habits of one thousand Americans, from when and how they stream content to why. One of the key things we asked about was how they approach streaming with regard to other activities, such as doing chores or working.\n",[],"normal",{"_key":27,"_type":28,"asset":29},"cda3f6869ad9","image",{"_ref":30,"_type":31},"image-5884806b0fb8361c78b017c6a740a51bdc6a8fee-2722x1520-png","reference",{"_key":33,"_type":16,"children":34,"markDefs":39,"style":25},"753dd014e868",[35],{"_key":36,"_type":20,"marks":37,"text":38},"c98e74d240ff",[],"For many Americans streaming video has transcended entertainment to become the background of their daily lives. Four out of five consumers in the Q1 Pulse survey (79%) said that they put on streaming video while planning to do something else, such as working, cooking, or doing chores, and the activity was near-universal for anyone under the age of 45. The idea that CTV competes with linear TV is outdated in that regard; CTV instead competes with Spotify, radio, and podcasts as the soundtrack to consumers’ daily lives.",[],{"_key":41,"_type":28,"asset":42},"d1d3375a4cf4",{"_ref":43,"_type":31},"image-d8e9862b8f247453901f964d18ccbea6b641ba96-1051x446-png",{"_key":45,"_type":16,"children":46,"markDefs":51,"style":25},"a245ce8601f0",[47],{"_key":48,"_type":20,"marks":49,"text":50},"68fdd5cdb782",[],"Things really became interesting when we split our audience based on these streaming preferences: You can break the American streaming audience into three groups, based on their approach:",[],{"_key":53,"_type":16,"children":54,"level":64,"listItem":65,"markDefs":66,"style":25},"357441f8765d",[55,60],{"_key":56,"_type":20,"marks":57,"text":59},"23badfabacff",[58],"strong","Ambient Streamers, ",{"_key":61,"_type":20,"marks":62,"text":63},"e3bea9c29c3d",[],"who say they either Always or Often put on streaming video while planning to do something else,",1,"bullet",[],{"_key":68,"_type":16,"children":69,"level":64,"listItem":65,"markDefs":78,"style":25},"bb51dd775974",[70,74],{"_key":71,"_type":20,"marks":72,"text":73},"f06cf5c31c91",[58],"Appointment Streamers, ",{"_key":75,"_type":20,"marks":76,"text":77},"22411fb597f4",[],"who say they Never\u002FRarely do so, and",[],{"_key":80,"_type":16,"children":81,"level":64,"listItem":65,"markDefs":90,"style":25},"3a83e9d116c4",[82,86],{"_key":83,"_type":20,"marks":84,"text":85},"73a103c84271",[58],"Everyone else, ",{"_key":87,"_type":20,"marks":88,"text":89},"d7ca29b66ac9",[],"who end up being a mix between the two.",[],{"_key":92,"_type":16,"children":93,"markDefs":98,"style":25},"46b843511088",[94],{"_key":95,"_type":20,"marks":96,"text":97},"80c1d1f310fb",[],"Ambient Streamers make up 41% of the American viewing audience, and Appointment Streamers make up another 32%, meaning that three out of four Americans falls into one of these groups.",[],{"_key":100,"_type":16,"children":101,"markDefs":106,"style":25},"786579f4da2d",[102],{"_key":103,"_type":20,"marks":104,"text":105},"5379b05f3f83",[],"",[],{"_key":108,"_type":28,"asset":109},"dbb1fcafd540",{"_ref":110,"_type":31},"image-95e5617cd5810e21c5c470a31cc6d95b8fb7b668-937x840-png",{"_key":112,"_type":16,"children":113,"markDefs":118,"style":25},"671547aa4cf1",[114],{"_key":115,"_type":20,"marks":116,"text":117},"ef2aed16b395",[],"Ambient viewers watch substantially more per week, and are much more likely to be watching streaming video during the day, particularly between 9am and noon. Meanwhile Appointment streamers tend to do their watching in the afternoons and evening, particularly prime time - old habits die hard.",[],{"_key":120,"_type":16,"children":121,"markDefs":125,"style":25},"499f6ad217ae",[122],{"_key":123,"_type":20,"marks":124,"text":105},"154e8a8a9baa",[],[],{"_key":127,"_type":16,"children":128,"markDefs":133,"style":134},"17cbc1ce17a2",[129],{"_key":130,"_type":20,"marks":131,"text":132},"05e65e8a2dd8",[],"Content Discovery",[],"h5",{"_key":136,"_type":16,"children":137,"markDefs":142,"style":25},"2d9d684ccfd7",[138],{"_key":139,"_type":20,"marks":140,"text":141},"c46261e7df72",[],"More interesting however is how these groups come by content: Ambient streamers are more likely to let a streaming service make recommendations to them or just leave things running and let whatever’s on next be chosen by algorithm. The two groups are just as likely to carefully pick the shows they watch, but only Ambient Streamers are willing to just watch whatever their platform recommends. ",[],{"_key":144,"_type":16,"children":145,"markDefs":157,"style":25},"469eb384471f",[146,149,153],{"_key":139,"_type":20,"marks":147,"text":148},[],"Appointment Streamers in contrast are less likely to search for new shows and more likely to put on the same things they always do. Think of this process less as appointment-by-curation and more appointment-by-habit. These are the same habits that made shows like ",{"_key":150,"_type":20,"marks":151,"text":152},"49ddcdf30f37",[22],"The Office",{"_key":154,"_type":20,"marks":155,"text":156},"9defb4e02813",[]," a streaming juggernaut.",[],{"_key":159,"_type":16,"children":160,"markDefs":165,"style":25},"1c417eea855f",[161],{"_key":162,"_type":20,"marks":163,"text":164},"1c0be9bfede8",[],"For marketers, this has interesting knock-on effects. Nearly one third of advertisers say they aren’t confident they’re capturing viewer attention during CTV ad breaks, and Ambient viewing is likely to reinforce this belief, even if Ambient Viewers will see more ads and are more likely to make a purchase as a result. What Advertisers need to consider here is how to match creative messaging for each viewer category. In-show and mid-stream creative and pause screens are more likely to be effective for Appointment Streamers, while home screen ads and units on or near recommendations may hit harder for Ambient Streamers. Contextual relevance will also be a key factor in catching viewer attention, drawing them back to the stream for a key moment.",[],{"_key":167,"_type":16,"children":168,"markDefs":173,"style":25},"833c8940d290",[169],{"_key":170,"_type":20,"marks":171,"text":172},"f939d3b6a105",[],"One important thing to note is that while Ambient Viewing skews younger, these consumers aren’t just younger viewers who second screen. On average Ambient viewers eat four to five meals per week while watching Streaming Video, compared to only 2 for Appointment viewers, and Ambient viewers are more likely to watch during lunch. That gap holds for older Americans as well — even a 55 year-old Ambient Streamer is eating 4.5 meals a week while watching Streaming video.",[],{"_key":175,"_type":16,"children":176,"markDefs":189,"style":25},"09d80e254b6e",[177,181,185],{"_key":178,"_type":20,"marks":179,"text":180},"96814f6f1edb",[],"For Ambient Streamers — and younger streamers generally — streaming is more likely to be something they throw on or do when they need a quick break. Comparatively for older and Appointment Streamers, the activity is more goal-driven, i.e. “I am here to watch this show.” Both groups are likely to pick shows that fit the amount of time they have to watch (speaking to an interest in shorter content), which suggests that Ambient Streamers are picking something to ",{"_key":182,"_type":20,"marks":183,"text":184},"505c594cdb5f",[22],"fill",{"_key":186,"_type":20,"marks":187,"text":188},"01fbc7da55ec",[]," time, while Appointment Streamers have allocated time for the thing they planned to watch.",[],{"_key":191,"_type":16,"children":192,"markDefs":196,"style":25},"aa8003661f8b",[193],{"_key":194,"_type":20,"marks":195,"text":105},"d42955d064a7",[],[],{"_key":198,"_type":16,"children":199,"markDefs":204,"style":134},"f8cb258d3abb",[200],{"_key":201,"_type":20,"marks":202,"text":203},"2f888a92f994",[],"The Key Takeaway",[],{"_key":206,"_type":16,"children":207,"markDefs":212,"style":25},"9de4f165f5c6",[208],{"_key":209,"_type":20,"marks":210,"text":211},"52043de9d5f1",[],"For four out of ten US adults, streaming is the audio-visual layer of cooking, eating, working from home, getting ready in the morning, commuting on mass transit, and winding down late at night. It’s an activity which has permeated every age group, producing nearly 4x more streaming hours per week and opportunities to reach consumers through every part of their day. While older consumers may still treat CTV the way they treated broadcast, those habits will continue to shift as the current group of Ambient Streamers ages.",[],{"_key":214,"_type":16,"children":215,"markDefs":219,"style":25},"df3cde1ddf03",[216],{"_key":217,"_type":20,"marks":218,"text":105},"8df8b0835d87",[],[],{"_key":221,"_type":16,"children":222,"markDefs":227,"style":25},"5c86372e6c47",[223],{"_key":224,"_type":20,"marks":225,"text":226},"255da1a65d3b",[22],"Want to know more about the Olyzon Streaming Pulse study? Contact us to schedule a presentation: sales@olyzon.tv ",[],false,{"_type":28,"asset":230},{"_ref":231,"_type":31},"image-dca3dba08ded084837ed896d8ed80b32436a379f-3478x1736-png","https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002F8x22dxe5\u002Fproduction\u002Fdca3dba08ded084837ed896d8ed80b32436a379f-3478x1736.png","2026-06-01T03:29:58.708Z",[235,245,254],{"_id":236,"mainImage":237,"publishedAt":240,"slug":241,"title":244},"658b24be-f964-4337-b894-db5ae7c905c5",{"_type":28,"asset":238},{"_ref":239,"_type":31},"image-e494a18c6d020ff64c00538b2ec1b13d3713dc0f-3478x1736-png","2026-05-29T17:32:50.157Z",{"_type":242,"current":243},"slug","the-q2-2026-olyzon-streaming-pulse","The New Rules of Streaming Behavior in America (Olyzon Streaming Pulse Report)",{"_id":246,"mainImage":247,"publishedAt":250,"slug":251,"title":253},"90c2b1dc-3491-4ca6-80da-7e398d6bf307",{"_type":28,"asset":248},{"_ref":249,"_type":31},"image-9a42ce5ad2b3b102afc54905d6f41d13a3432e30-3478x1736-png","2026-06-01T03:57:00.385Z",{"_type":242,"current":252},"co-viewing-in-america","How American Households Really Watch CTV Together",{"_id":6,"mainImage":255,"publishedAt":233,"slug":257,"title":259},{"_type":28,"asset":256},{"_ref":231,"_type":31},{"_type":242,"current":258},"ambient-and-appointment-streamers","Ambient Streamers Are Changing the Rules of CTV","Olyzon’s Streaming Pulse explores how ambient streaming reshapes US CTV behavior, discovery, attention and media planning.","US Ambient Streaming Trends | Olyzon Streaming Pulse",{"_type":242,"current":258},{"posts":264},[265,528,814,954,1061,1200,1530,1802,2026],{"_createdAt":266,"_id":267,"_rev":268,"_system":269,"_type":11,"_updatedAt":272,"content":273,"mainImage":506,"publishedAt":509,"relatedPosts":510,"seoDescription":523,"seoTitle":524,"slug":525,"title":527},"2026-02-10T14:39:33Z","45d39ece-90fe-4f85-98cc-8cad34572db5","myjeTMtr84hKlTHXPR9b2l",{"base":270},{"id":267,"rev":271},"4jl4xWbDCAcaPDgBGNcbSj","2026-06-09T08:51:11Z",[274,282,290,298,307,315,323,331,339,347,355,363,371,379,387,395,403,411,419,427,435,443,451,463,471,479,487,495],{"_key":275,"_type":16,"children":276,"markDefs":281,"style":25},"7415190fd850",[277],{"_key":278,"_type":20,"marks":279,"text":280},"8fb161263c87",[],"Over the last few years, the TV advertising industry has invested massively in measurement. Brand lift studies, reach and frequency reporting, deduplicated exposure, attention metrics, incrementality models, MMM refreshes. The tooling ecosystem has matured quickly, and on paper, TV has never been more measurable.",[],{"_key":283,"_type":16,"children":284,"markDefs":289,"style":25},"852eecb82d03",[285],{"_key":286,"_type":20,"marks":287,"text":288},"84b0540a968e",[],"Yet for many advertisers, something still feels unresolved. Despite more data, more partners, and more dashboards, TV decisions remain slow, cautious, and largely retrospective. Measurement has improved, but confidence has not. The core issue is not the quality of measurement. It is the role measurement is being asked to play.",[],{"_key":291,"_type":16,"children":292,"markDefs":297,"style":25},"d2eb7a020ed4",[293],{"_key":294,"_type":20,"marks":295,"text":296},"f5db10172da0",[58],"Measurement explains what happened. It does not decide what should happen next.",[],{"_key":299,"_type":16,"children":300,"markDefs":305,"style":306},"7dbf025db7e9",[301],{"_key":302,"_type":20,"marks":303,"text":304},"3cf2b07f5117",[58],"The Measurement Trap",[],"h4",{"_key":308,"_type":16,"children":309,"markDefs":314,"style":25},"0b36a20861af",[310],{"_key":311,"_type":20,"marks":312,"text":313},"ab46526da7e0",[],"Most TV measurement happens after the spend. Campaigns are planned based on assumptions, inventory is bought, creatives are deployed, and results are analyzed weeks later. By the time insights are available, the context has already shifted. Programs rotate, platforms evolve, audiences fragment further, and creative effectiveness changes.",[],{"_key":316,"_type":16,"children":317,"markDefs":322,"style":25},"908e2c8237c2",[318],{"_key":319,"_type":20,"marks":320,"text":321},"499128c4785f",[],"This creates a structural lag. Measurement becomes a rear view mirror in a market that behaves in real time.",[],{"_key":324,"_type":16,"children":325,"markDefs":330,"style":25},"e89658405ae8",[326],{"_key":327,"_type":20,"marks":328,"text":329},"0459a92ccce2",[],"Knowing that a campaign performed well in hindsight does not automatically tell you where to invest next, which environments to prioritize, or which creative contexts to repeat. The industry often confuses explanation with guidance.",[],{"_key":332,"_type":16,"children":333,"markDefs":338,"style":25},"76562643807e",[334],{"_key":335,"_type":20,"marks":336,"text":337},"4b48b6360de4",[],"This is not a failure of measurement vendors. It is a limitation of using reporting as a decision system.",[],{"_key":340,"_type":16,"children":341,"markDefs":346,"style":306},"1e00aa433b0f",[342],{"_key":343,"_type":20,"marks":344,"text":345},"1399c9d154b5",[58],"More Metrics Do Not Create Better Decisions",[],{"_key":348,"_type":16,"children":349,"markDefs":354,"style":25},"22590ed4a92f",[350],{"_key":351,"_type":20,"marks":352,"text":353},"924bdb168ec6",[],"As TV has digitized, the volume of available metrics has exploded. Advertisers can now see reach by publisher, overlap by platform, lift by exposure group, attention by format, and sales impact over time. Each metric answers a specific question, but none of them, on their own, answer the strategic one.",[],{"_key":356,"_type":16,"children":357,"markDefs":362,"style":25},"ecb2e22034d6",[358],{"_key":359,"_type":20,"marks":360,"text":361},"85e722828d67",[],"Where should I put the next dollar, and why?",[],{"_key":364,"_type":16,"children":365,"markDefs":370,"style":25},"2d056197c845",[366],{"_key":367,"_type":20,"marks":368,"text":369},"5877893ea76b",[],"Without a decision framework, more metrics often increase hesitation rather than clarity. Teams spend time reconciling signals instead of acting on them. Planning becomes conservative. Innovation slows. The problem is not lack of data. It is lack of synthesis.",[],{"_key":372,"_type":16,"children":373,"markDefs":378,"style":25},"48d374788d76",[374],{"_key":375,"_type":20,"marks":376,"text":377},"c139a88a25f4",[],"Measurement was supposed to reduce uncertainty. In practice, it often just moves it downstream.",[],{"_key":380,"_type":16,"children":381,"markDefs":386,"style":306},"51866fb4b5b9",[382],{"_key":383,"_type":20,"marks":384,"text":385},"855ca6e04a4d",[58],"TV Needs Decisions Before the Impression",[],{"_key":388,"_type":16,"children":389,"markDefs":394,"style":25},"a7193183166f",[390],{"_key":391,"_type":20,"marks":392,"text":393},"168fd53be05f",[],"Digital channels like search and social operate on continuous decision loops. Signals are interpreted instantly, bids adjust automatically, and creative rotates dynamically. TV has adopted digital delivery, but decision making has not followed.",[],{"_key":396,"_type":16,"children":397,"markDefs":402,"style":25},"9469a5d241a7",[398],{"_key":399,"_type":20,"marks":400,"text":401},"266bdc6a3769",[],"Most TV decisions still happen before campaigns launch and remain largely fixed during execution. Measurement then arrives too late to meaningfully influence outcomes. The result is a system optimized for reporting, not learning.",[],{"_key":404,"_type":16,"children":405,"markDefs":410,"style":25},"566bb371d827",[406],{"_key":407,"_type":20,"marks":408,"text":409},"12b052cd7349",[],"To unlock TV at scale, decision making needs to move upstream. Before the impression. Before the budget is locked. Before creative is deployed.",[],{"_key":412,"_type":16,"children":413,"markDefs":418,"style":25},"c9cb6906ab82",[414],{"_key":415,"_type":20,"marks":416,"text":417},"35c49bfc6724",[],"This requires more than better reporting. It requires interpretation.",[],{"_key":420,"_type":16,"children":421,"markDefs":426,"style":306},"a26593937bab",[422],{"_key":423,"_type":20,"marks":424,"text":425},"ba5d67af73ff",[58],"From Measurement to Decisioning",[],{"_key":428,"_type":16,"children":429,"markDefs":434,"style":25},"c28cff8dff71",[430],{"_key":431,"_type":20,"marks":432,"text":433},"2c7eceda0745",[],"The missing layer in TV is not another metric. It is a system that turns signals into choices. A decisioning layer does not replace measurement. It builds on it.",[],{"_key":436,"_type":16,"children":437,"markDefs":442,"style":25},"8767ffe8d166",[438],{"_key":439,"_type":20,"marks":440,"text":441},"8b6b27811bb5",[],"It connects outcomes back to context, programs, moments, and creative variants. It identifies patterns across campaigns rather than isolated results. It transforms historical performance into forward looking guidance.",[],{"_key":444,"_type":16,"children":445,"markDefs":450,"style":25},"e214c636563b",[446],{"_key":447,"_type":20,"marks":448,"text":449},"52a11d2f1e75",[],"Instead of asking whether a campaign worked, the question becomes which environments consistently drive impact for this brand, and how that should shape the next investment.",[],{"_key":452,"_type":16,"children":453,"markDefs":462,"style":25},"280b04f23c3d",[454,458],{"_key":455,"_type":20,"marks":456,"text":457},"159353c9ab6b",[58],"Measurement explains the past. Decisioning shapes the future",{"_key":459,"_type":20,"marks":460,"text":461},"fb9725ebf0cf",[],".",[],{"_key":464,"_type":16,"children":465,"markDefs":470,"style":306},"5479c0444c03",[466],{"_key":467,"_type":20,"marks":468,"text":469},"9f17c220bb1c",[58],"Why This Shift Matters Now",[],{"_key":472,"_type":16,"children":473,"markDefs":478,"style":25},"e2184a7cf953",[474],{"_key":475,"_type":20,"marks":476,"text":477},"a79515d1028e",[],"As TV budgets grow and fragmentation accelerates, the cost of poor decisions compounds. Buying impressions is easy. Repeating high quality, high impact environments at scale is not.",[],{"_key":480,"_type":16,"children":481,"markDefs":486,"style":25},"ca1a716418a2",[482],{"_key":483,"_type":20,"marks":484,"text":485},"649017d73d0b",[],"Brands that rely solely on reporting will continue to learn slowly. Brands that invest in decision systems will move faster, adapt quicker, and compound advantage over time.",[],{"_key":488,"_type":16,"children":489,"markDefs":494,"style":25},"195eef79911f",[490],{"_key":491,"_type":20,"marks":492,"text":493},"c46e0dba790c",[],"The next evolution of TV advertising will not be defined by better dashboards. It will be defined by systems that transform measurement into action before the spend happens.",[],{"_key":496,"_type":16,"children":497,"markDefs":505,"style":25},"5536a11047e5",[498,502],{"_key":499,"_type":20,"marks":500,"text":501},"e04b7c63ac38",[58],"That is the difference between knowing what worked and knowing what to do next",{"_key":503,"_type":20,"marks":504,"text":461},"921ab14738cc",[],[],{"_type":28,"asset":507},{"_ref":508,"_type":31},"image-3b86df01bb8de6ff62c3a3a6c4267cf208c4bdcd-3478x1736-jpg","2026-02-10T14:39:24.431Z",[511,514,517,520],{"_key":512,"_ref":513,"_type":31},"ee45bae220a1","4fd1a153-9a4a-4017-b956-6ca72be2ea35",{"_key":515,"_ref":516,"_type":31},"131d56c62638","b229d0d3-358e-411e-9abe-25db0be69f4a",{"_key":518,"_ref":519,"_type":31},"41e23f17a3fc","e17a9961-6dd7-4ee2-84a5-776b32fccf5f",{"_key":521,"_ref":522,"_type":31},"f67149de2ad8","dfe23702-885e-46dd-b6d0-3cde67710fa2","TV has never been more measurable, yet confidence remains low. Why measurement alone can't fix TV—and why the industry needs decisioning layers.","Why TV Measurement Isn't Enough: The Case for Decisioning",{"_type":242,"current":526},"measurement-alone-will-never-fix-tv-advertising","Measurement Alone Will Never Fix TV Advertising",{"_createdAt":529,"_id":513,"_rev":530,"_system":531,"_type":11,"_updatedAt":534,"content":535,"mainImage":796,"publishedAt":799,"relatedPosts":800,"seoDescription":809,"seoTitle":810,"slug":811,"title":813},"2026-02-10T10:59:39Z","myjeTMtr84hKlTHXPR9Wjp",{"base":532},{"id":513,"rev":533},"KyWWh7SrithISdewcjzaga","2026-06-09T08:50:57Z",[536,544,567,575,582,590,598,606,614,622,630,638,646,662,670,678,686,702,710,718,726,734,742,750,758,765,773,781],{"_key":537,"_type":16,"children":538,"markDefs":543,"style":25},"5efcce3e0268",[539],{"_key":540,"_type":20,"marks":541,"text":542},"12d850fe1f39",[],"Over the past decade, television advertising has undergone a profound transformation. Distribution has shifted to streaming, inventory has become addressable, and programmatic buying is now common practice. From a technical standpoint, TV has largely completed its transition to digital.",[],{"_key":545,"_type":16,"children":546,"markDefs":566,"style":25},"c49c8e681dcf",[547,551,555,559,563],{"_key":548,"_type":20,"marks":549,"text":550},"286d25a8cebb",[],"However, this transformation has primarily affected ",{"_key":552,"_type":20,"marks":553,"text":554},"66f9323fc3af",[22],"how ads are delivered",{"_key":556,"_type":20,"marks":557,"text":558},"54620234c876",[],", not ",{"_key":560,"_type":20,"marks":561,"text":562},"9f20a6573af8",[22],"how decisions are made",{"_key":564,"_type":20,"marks":565,"text":461},"c21a52a7c406",[],[],{"_key":568,"_type":16,"children":569,"markDefs":574,"style":25},"508ad3e06a8b",[570],{"_key":571,"_type":20,"marks":572,"text":573},"07ad6dd95674",[],"While buying TV inventory is now faster and more automated than ever, deciding where to invest, which environments to prioritize, and how to connect spend to outcomes has become increasingly complex.",[],{"_key":576,"_type":16,"children":577,"markDefs":581,"style":25},"0cd8927a7c35",[578],{"_key":579,"_type":20,"marks":580,"text":105},"a5f9abcd0d78",[],[],{"_key":583,"_type":16,"children":584,"markDefs":589,"style":306},"9670881e5470",[585],{"_key":586,"_type":20,"marks":587,"text":588},"824d899c0c10",[],"A Fragmented Decision Environment",[],{"_key":591,"_type":16,"children":592,"markDefs":597,"style":25},"889d1ea33da7",[593],{"_key":594,"_type":20,"marks":595,"text":596},"a53797ddd0d2",[],"As TV digitized, the ecosystem fragmented.",[],{"_key":599,"_type":16,"children":600,"markDefs":605,"style":25},"cf716f6a9935",[601],{"_key":602,"_type":20,"marks":603,"text":604},"7e26a0063bb0",[],"Advertisers today operate across multiple DSPs, dozens of publishers, and several walled environments, each with its own data model, metrics, and constraints. Measurement frameworks vary by platform, and insights are often delivered after campaigns have already run.",[],{"_key":607,"_type":16,"children":608,"markDefs":613,"style":25},"3ec271dd4913",[609],{"_key":610,"_type":20,"marks":611,"text":612},"b225f6491ca0",[],"In this context, the challenge is no longer access to inventory. It is the lack of a unified way to make, justify, and repeat strategic decisions across a fragmented landscape.",[],{"_key":615,"_type":16,"children":616,"markDefs":621,"style":25},"3690a643f809",[617],{"_key":618,"_type":20,"marks":619,"text":620},"d9ae82d5b004",[],"Most TV planning and optimization still relies on manual processes, partial views of performance, or retrospective analysis that does not meaningfully inform future investment decisions.\n",[],{"_key":623,"_type":16,"children":624,"markDefs":629,"style":306},"98cc5ce0cd96",[625],{"_key":626,"_type":20,"marks":627,"text":628},"d13f66119cf7",[],"The Limits of Performance-Driven TV",[],{"_key":631,"_type":16,"children":632,"markDefs":637,"style":25},"899c29c5e4cb",[633],{"_key":634,"_type":20,"marks":635,"text":636},"004fbfb2a28b",[],"In response to this complexity, the industry has pushed TV further toward performance metrics.",[],{"_key":639,"_type":16,"children":640,"markDefs":645,"style":25},"ba1652840e99",[641],{"_key":642,"_type":20,"marks":643,"text":644},"3686ddc3167e",[],"This shift has brought much-needed accountability, but it has also introduced new limitations. TV does not behave like search or social. Its impact is contextual, cumulative, and often realized over longer time horizons. Short attribution windows and last-touch logic capture only part of its value.",[],{"_key":647,"_type":16,"children":648,"markDefs":661,"style":25},"8ee0935f60c5",[649,653,657],{"_key":650,"_type":20,"marks":651,"text":652},"0a321d51880a",[],"Focusing exclusively on performance measurement after exposure does not solve the underlying issue: advertisers still lack a reliable way to decide ",{"_key":654,"_type":20,"marks":655,"text":656},"40f5819e6364",[22],"before",{"_key":658,"_type":20,"marks":659,"text":660},"ed034488a2a4",[]," spending where TV investment will be most effective.",[],{"_key":663,"_type":16,"children":664,"markDefs":669,"style":306},"22354c44b92b",[665],{"_key":666,"_type":20,"marks":667,"text":668},"3fa33086ee23",[],"\nWhat Is Missing Today",[],{"_key":671,"_type":16,"children":672,"markDefs":677,"style":25},"4f8d287a5a33",[673],{"_key":674,"_type":20,"marks":675,"text":676},"a197b7be87ab",[],"Modern TV generates a large volume of signals: content metadata, delivery data, attention indicators, reach and frequency, brand lift, and business outcomes. These signals exist across vendors and platforms, but they are rarely connected into a coherent decision framework.",[],{"_key":679,"_type":16,"children":680,"markDefs":685,"style":25},"d3174f84b744",[681],{"_key":682,"_type":20,"marks":683,"text":684},"6a3506f8396e",[],"What is missing is a system designed to translate this complexity into repeatable, defensible decisions. Without it, learning remains slow, strategies are difficult to scale, and budgets remain constrained despite strong demand for TV investment.",[],{"_key":687,"_type":16,"children":688,"markDefs":701,"style":25},"b1c9b4ad0a21",[689,693,697],{"_key":690,"_type":20,"marks":691,"text":692},"78a80e457b6f",[],"This is not a measurement problem alone, nor an execution problem. \n",{"_key":694,"_type":20,"marks":695,"text":696},"f69b423a66e2",[58],"It is a decision problem",{"_key":698,"_type":20,"marks":699,"text":700},"a9ec9df2f6ca",[],".\n",[],{"_key":703,"_type":16,"children":704,"markDefs":709,"style":306},"771ace2794de",[705],{"_key":706,"_type":20,"marks":707,"text":708},"0925b07d6d05",[],"A Shift Toward Decision Systems",[],{"_key":711,"_type":16,"children":712,"markDefs":717,"style":25},"e801c0299bef",[713],{"_key":714,"_type":20,"marks":715,"text":716},"2b25957b5893",[],"As the TV ecosystem continues to evolve, competitive advantage will increasingly come from the ability to coordinate decisions across platforms, formats, and creative variations, rather than from access to inventory itself.",[],{"_key":719,"_type":16,"children":720,"markDefs":725,"style":25},"9597b7d334cb",[721],{"_key":722,"_type":20,"marks":723,"text":724},"86dcfe738db0",[],"This requires systems that can:",[],{"_key":727,"_type":16,"children":728,"level":64,"listItem":65,"markDefs":733,"style":25},"49c568218fb5",[729],{"_key":730,"_type":20,"marks":731,"text":732},"9c7ebeea952e",[],"interpret signals at the program and context level",[],{"_key":735,"_type":16,"children":736,"level":64,"listItem":65,"markDefs":741,"style":25},"d32064fbe554",[737],{"_key":738,"_type":20,"marks":739,"text":740},"1b88c1e76488",[],"compare opportunities across platforms",[],{"_key":743,"_type":16,"children":744,"level":64,"listItem":65,"markDefs":749,"style":25},"666ddaa2e812",[745],{"_key":746,"_type":20,"marks":747,"text":748},"407434d262ee",[],"align creative choices with viewing environments",[],{"_key":751,"_type":16,"children":752,"level":64,"listItem":65,"markDefs":757,"style":25},"19ff9b4d835f",[753],{"_key":754,"_type":20,"marks":755,"text":756},"84736f224ca2",[],"connect decisions to outcomes over time",[],{"_key":759,"_type":16,"children":760,"markDefs":764,"style":25},"c1deb32bf43b",[761],{"_key":762,"_type":20,"marks":763,"text":105},"28ed79db55bb",[],[],{"_key":766,"_type":16,"children":767,"markDefs":772,"style":306},"bf2bd3a7e1cc",[768],{"_key":769,"_type":20,"marks":770,"text":771},"a6cc02c5e023",[],"Olyzon’s Role",[],{"_key":774,"_type":16,"children":775,"markDefs":780,"style":25},"e94b0b21e13d",[776],{"_key":777,"_type":20,"marks":778,"text":779},"169f2ce89e9f",[],"Olyzon is built to address this gap. Rather than replacing existing buying platforms or measurement partners, Olyzon operates on top of the current stack. It turns TV signals into decisions and actions that guide where campaigns run, which programs and creatives are prioritized, and how investment is adjusted based on outcomes.",[],{"_key":782,"_type":16,"children":783,"markDefs":795,"style":25},"59ef0186fd73",[784,788,792],{"_key":785,"_type":20,"marks":786,"text":787},"9c6f817adcf8",[],"In a digital TV environment defined by abundance and fragmentation, ",{"_key":789,"_type":20,"marks":790,"text":791},"e83db0b8b8cd",[58],"the limiting factor is no longer scale. It is decision quality",{"_key":793,"_type":20,"marks":794,"text":461},"0703d80f09ca",[],[],{"_type":28,"asset":797},{"_ref":798,"_type":31},"image-77301f59c24294c3c5fdb6e0afe6ce56ccb50772-3478x1736-jpg","2026-02-10T10:59:37.119Z",[801,803,805,807],{"_key":802,"_ref":516,"_type":31},"036420f0a7b7",{"_key":804,"_ref":267,"_type":31},"f55bf479587c",{"_key":806,"_ref":522,"_type":31},"44404d99dad3",{"_key":808,"_ref":519,"_type":31},"3916229db5d8","TV digitized delivery, not decisions. Discover why advertisers lack a unified way to make strategic choices across fragmented platforms and DSPs.","TV Went Digital. Decision-Making Didn't | Olyzon",{"_type":242,"current":812},"tv-has-gone-digital-decision-making-has-not","TV Has Gone Digital. Decision-Making Has Not.",{"_createdAt":815,"_id":236,"_rev":816,"_system":817,"_type":11,"_updatedAt":820,"content":821,"featured":948,"mainImage":949,"publishedAt":240,"seoDescription":951,"seoTitle":952,"slug":953,"title":244},"2026-05-29T17:32:56Z","kd3I1xb3h92caWGnFpqm3N",{"base":818},{"id":236,"rev":819},"lObXj35dtY4hvwCgWFbZWP","2026-06-11T12:34:56Z",[822,828,831,839,847,855,863,871,883,895,907,919,931,938],{"_key":15,"_type":16,"children":823,"markDefs":827,"style":25},[824],{"_key":19,"_type":20,"marks":825,"text":826},[22],"In our Q2 Streaming Pulse study, we analyzed the viewing habits of one thousand Americans, from when and how they stream content to why. ",[],{"_key":829,"_type":28,"asset":830},"873e39aa3b01",{"_ref":30,"_type":31},{"_key":832,"_type":16,"children":833,"markDefs":838,"style":25},"87e7f2a54cff",[834],{"_key":835,"_type":20,"marks":836,"text":837},"d3c9bfc09f4d",[],"There’s a wealth of data to be had around streaming services in 2026 but not nearly enough insight; too much of the important information is siloed behind various moats and services. Important details are held captive, and the industry’s momentum is held hostage by the need to monetize information about usage and habits. Targeting is better than ever but who to reach, where, and how remains a mystery.",[],{"_key":840,"_type":16,"children":841,"markDefs":846,"style":25},"65bdf35780fe",[842],{"_key":843,"_type":20,"marks":844,"text":845},"9759eb506fa9",[],"So we set out to change that, or at least clear up the picture a bit. In April we launched the Olyzon Streaming Pulse, the first in a series of regular studies designed to demystify the streaming space and better understand who’s watching streaming video, how they’re watching it, and what shifts mean for advertisers and consumers alike.  For us, it’s great intel we can use to improve our agentic planning tools and resonance scoring models. For you, it’s free market research.",[],{"_key":848,"_type":16,"children":849,"markDefs":854,"style":25},"0244ffcf8e0a",[850],{"_key":851,"_type":20,"marks":852,"text":853},"8aab7751a7ce",[],"For this first study, we partnered with Censuswide, a market research firm specializing in surveys, to design and execute a survey to 1,000 US consumers. Survey respondents were asked a number of questions about their streaming subscriptions and viewing habits, and results were weighted according to US Census results around age and gender. \n ",[],{"_key":856,"_type":16,"children":857,"markDefs":862,"style":134},"dea8df84cabc",[858],{"_key":859,"_type":20,"marks":860,"text":861},"e0870cdac523",[],"What Did We Discover?",[],{"_key":864,"_type":16,"children":865,"markDefs":870,"style":25},"7303314f9d74",[866],{"_key":867,"_type":20,"marks":868,"text":869},"5430d33ecb82",[],"Well, the short answer is: Quite a lot. There are some specific trends we wanted to look at, such as around streaming viewing of major tentpole events like March Madness, but also a number of things we wanted to look at, like ad-supported viewing and whether people watching streaming video in the background while doing other things. Here are a few of the most important findings:",[],{"_key":872,"_type":16,"children":873,"level":64,"listItem":65,"markDefs":882,"style":25},"7970597f088c",[874,878],{"_key":875,"_type":20,"marks":876,"text":877},"6279722d7049",[58],"Streaming has become ambient media.",{"_key":879,"_type":20,"marks":880,"text":881},"afddcc08ec74",[]," Nearly half of consumers (45%) regularly put on streaming video when planning to do something else, such as working, cooking, or doing chores. This is particularly true for younger Americans; ambient streaming is near-universal for anyone under 45. CTV isn’t competing with linear TV for prime-time eyeballs bur rather with Spotify, radio, and podcasts as the soundtrack to everyday life.",[],{"_key":884,"_type":16,"children":885,"level":64,"listItem":65,"markDefs":894,"style":25},"39d095af52b0",[886,890],{"_key":887,"_type":20,"marks":888,"text":889},"10c792f0c33f",[58],"Ambient Viewing is a Discovery Engine.",{"_key":891,"_type":20,"marks":892,"text":893},"e09f92d348a2",[]," Viewers who put on streaming video while they’re doing other things are more likely to discover new content through service recommendations, letting algorithms pick whatever comes next and watching it. This is more common among Adults 18-24.",[],{"_key":896,"_type":16,"children":897,"level":64,"listItem":65,"markDefs":906,"style":25},"1745c5eabdc9",[898,902],{"_key":899,"_type":20,"marks":900,"text":901},"82a363b57549",[58],"FAST and Ad-supported streaming has become a fundamental part of American entertainment.",{"_key":903,"_type":20,"marks":904,"text":905},"3c3b925f940d",[]," 71% of Americans watch ad-supported streaming services, even as half of Americans pay for at least one ad-free service. Ad-supported models have won, bringing streaming video services to the vast majority of American households.",[],{"_key":908,"_type":16,"children":909,"level":64,"listItem":65,"markDefs":918,"style":25},"004aa5a924e2",[910,914],{"_key":911,"_type":20,"marks":912,"text":913},"dfe17fc58fe2",[58],"Streaming is a high-income activity.",{"_key":915,"_type":20,"marks":916,"text":917},"9c7f63730ed9",[]," Households with higher incomes stream more - the spend more hours per week streaming, subscribe to more services—both ad-supported and ad-free—have more Connected TVs, and are more likely to buy something they saw advertised. As income scales up, so does co-viewing, both with partners and children.",[],{"_key":920,"_type":16,"children":921,"level":64,"listItem":65,"markDefs":930,"style":25},"72069cda9441",[922,926],{"_key":923,"_type":20,"marks":924,"text":925},"5d3e5f5e12f2",[58],"Marketer budgets don’t reflect the growing importance of CTV.",{"_key":927,"_type":20,"marks":928,"text":929},"1b7fc01aaa32",[]," Last year CTV viewing made up 40% of total media time for Americans — 7% of that being ad-supported — but the channel is predicted to capture less than one tenth of total digital ad spend in 2026 (9.8%). Momentum is building: 46% plan to redirect linear budgets to CTV in 2026, but the channel’s potential is even bigger.",[],{"_key":932,"_type":16,"children":933,"markDefs":937,"style":25},"d726cfdf480f",[934],{"_key":843,"_type":20,"marks":935,"text":936},[],"There’s more, of course - we explore these concepts in more detail in our full study and we’ll talk more about them in future blog posts. We’re still digging through the data and finding cool new things every week. So if you’re interested in finding out more, check back in future weeks. Or if you’re more impatient, go ahead and reach out to us to schedule an in-person presentation of our findings.",[],{"_key":939,"_type":16,"children":940,"markDefs":947,"style":25},"36899e14b68f",[941,945],{"_key":942,"_type":20,"marks":943,"text":944},"e3b72183af6f",[],"\n",{"_key":224,"_type":20,"marks":946,"text":226},[22],[],true,{"_type":28,"asset":950},{"_ref":239,"_type":31},"Discover key US CTV viewing trends from Olyzon’s Q2 2026 Streaming Pulse study, and what they mean for advertisers and media planning.","Olyzon Streaming Pulse: Q2 2026 US CTV Trends",{"_type":242,"current":243},{"_createdAt":955,"_id":246,"_rev":956,"_system":957,"_type":11,"_updatedAt":960,"content":961,"featured":228,"mainImage":1048,"publishedAt":250,"relatedPosts":1050,"seoDescription":1058,"seoTitle":1059,"slug":1060,"title":253},"2026-06-01T03:57:21Z","kd3I1xb3h92caWGnFpsB2F",{"base":958},{"id":246,"rev":959},"kd3I1xb3h92caWGnFprJth","2026-06-11T12:42:06Z",[962,968,971,979,983,991,1007,1011,1019,1027,1035,1042],{"_key":15,"_type":16,"children":963,"markDefs":967,"style":25},[964],{"_key":19,"_type":20,"marks":965,"text":966},[22],"In our Q2 Streaming Pulse study, we analyzed the viewing habits of one thousand Americans, from when and how they stream content to why. One of the key things we asked about was how they watch streaming content with other people in their household - particularly partners and children.",[],{"_key":969,"_type":28,"asset":970},"82dc5b8da459",{"_ref":30,"_type":31},{"_key":972,"_type":16,"children":973,"markDefs":978,"style":25},"3a2ddc03f832",[974],{"_key":975,"_type":20,"marks":976,"text":977},"715659d8ab63",[],"By Nielsen’s measurement, streaming accounted for nearly half of all US television viewing time, with more than half of that streaming done through a Connected TV (61%). As streaming has become the primary way Americans watch, CTVs have ensured that they’re doing so on the largest screens in the household. As a result, streaming is no longer the solitary activity it was in the early days of YouTube: CTV viewing is often done with a partner or family.",[],{"_key":980,"_type":28,"asset":981},"8bdc750f607a",{"_ref":982,"_type":31},"image-0dc52e11289c7c9acd76f9d8889b6049a52d897e-923x395-png",{"_key":984,"_type":16,"children":985,"markDefs":990,"style":25},"69b242a0f543",[986],{"_key":987,"_type":20,"marks":988,"text":989},"813e391c2bbd",[],"Roughly half of US adults (49%) have a co-viewing relationship with at least one other household member - 41% with a partner, and 23% with one or more kids. Timewise, partner co-viewing tends to account for 43% of all streaming hours, while kid co-viewing makes up around 32%. But there’s a catch: the high amount of second screen device usage during animated, family, and children’s content points to the second screen being a key factor during co-viewing with children.",[],{"_key":992,"_type":16,"children":993,"markDefs":1006,"style":25},"3890039ba880",[994,998,1002],{"_key":995,"_type":20,"marks":996,"text":997},"3d0db08ce5db",[],"So what does this mean? Well it means that Co-viewing mostly means “Co-presence” for the majority of adults. Across every group we looked at, more co-viewing time produced more second screen activity per hour. That means less focused, shared attention among adults when co-viewing. This was especially true for adults co-viewing with kids, who are more likely to do more activities on their phones while watching ",{"_key":999,"_type":20,"marks":1000,"text":1001},"a1f5fc154298",[22],"and",{"_key":1003,"_type":20,"marks":1004,"text":1005},"08c0c61f9a7f",[]," more likely to shop and have purchased something they saw in an ad.",[],{"_key":1008,"_type":28,"asset":1009},"58adbb91f312",{"_ref":1010,"_type":31},"image-f4f5d11d37f71129c3dd421a7c9ba01aca7b40bb-1131x837-png",{"_key":1012,"_type":16,"children":1013,"markDefs":1018,"style":25},"42376fc499bd",[1014],{"_key":1015,"_type":20,"marks":1016,"text":1017},"fef85b0079b8",[],"When it comes to the decision on what to watch when co-viewing, the result is more often collaborative: 38% of adults say it’s a decision made together, though another third (33%) say that the kids pick most or all of the time. With partners, the decision is collaborative most of the time (53%), though when it’s not men are more likely to be picking what to watch than women.",[],{"_key":1020,"_type":16,"children":1021,"markDefs":1026,"style":134},"005b9e634ec2",[1022],{"_key":1023,"_type":20,"marks":1024,"text":1025},"e853e6742094",[],"The Impact for Marketers",[],{"_key":1028,"_type":16,"children":1029,"markDefs":1034,"style":25},"bc50c8fcd1c5",[1030],{"_key":1031,"_type":20,"marks":1032,"text":1033},"32d100554667",[],"The split attention is a boon for marketers: Those adults living in family households (with a partner and children) may have split attention during co-viewing, but they’re also generating the most streaming hours, doing the most second-screen activities while streaming, and are the most likely to shop. Getting good value out of co-viewing means finding ways to grab divided attention, areas where good creative execution and better content selection can help.",[],{"_key":1036,"_type":16,"children":1037,"markDefs":1041,"style":25},"442627188b0d",[1038],{"_key":1039,"_type":20,"marks":1040,"text":105},"01ed37751dca",[],[],{"_key":221,"_type":16,"children":1043,"markDefs":1047,"style":25},[1044],{"_key":224,"_type":20,"marks":1045,"text":1046},[22],"Want to know more about the Olyzon Streaming Pulse study? Contact us to schedule a presentation: : sales@olyzon.tv ",[],{"_type":28,"asset":1049},{"_ref":249,"_type":31},[1051,1053,1055],{"_key":1052,"_ref":236,"_type":31},"00e0d4c393d0",{"_key":1054,"_ref":6,"_type":31},"05897b56acf1",{"_key":1056,"_ref":1057,"_type":31},"84b3b871be64","f7428f66-46b9-411c-bebe-95615cef7479","Olyzon’s Streaming Pulse explores US CTV co-viewing, second-screen behavior and what shared viewing means for advertisers.","US CTV Co-Viewing Trends | Olyzon Streaming 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Collectively, they don’t.",[],{"_key":1595,"_type":16,"children":1596,"markDefs":1601,"style":25},"05d922d0e813",[1597],{"_key":1598,"_type":20,"marks":1599,"text":1600},"933e06b64d97",[],"Advertisers end up with execution silos rather than a coherent strategy. Decisions are made locally, based on what each tool can see, rather than globally, based on what the brand is trying to achieve.",[],{"_key":1603,"_type":16,"children":1604,"markDefs":1609,"style":25},"a030fd056ab5",[1605],{"_key":1606,"_type":20,"marks":1607,"text":1608},"5cacb14249f5",[],"As a result, TV buying often becomes reactive. Budgets are adjusted after the fact. Learnings arrive too late. Optimization happens inside platforms, not across the campaign as a whole.",[],{"_key":1611,"_type":16,"children":1612,"markDefs":1617,"style":306},"d4afc5180ec3",[1613],{"_key":1614,"_type":20,"marks":1615,"text":1616},"1a470fe3d649",[58],"Execution Scaled. 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Buying TV has never been faster or more automated.",[],{"_key":1627,"_type":16,"children":1628,"markDefs":1633,"style":25},"a9853f0212d6",[1629],{"_key":1630,"_type":20,"marks":1631,"text":1632},"7e71176a8e0a",[],"What hasn’t scaled is the ability to decide:",[],{"_key":1635,"_type":16,"children":1636,"level":64,"listItem":65,"markDefs":1641,"style":25},"035078d8e25c",[1637],{"_key":1638,"_type":20,"marks":1639,"text":1640},"33204e1ffca3",[],"Where incremental reach actually comes from",[],{"_key":1643,"_type":16,"children":1644,"level":64,"listItem":65,"markDefs":1648,"style":25},"b7379ca0d381",[1645],{"_key":1638,"_type":20,"marks":1646,"text":1647},[],"Which programs truly contribute to outcomes",[],{"_key":1650,"_type":16,"children":1651,"level":64,"listItem":65,"markDefs":1655,"style":25},"e8279ee19b92",[1652],{"_key":1638,"_type":20,"marks":1653,"text":1654},[],"How creative and context interact",[],{"_key":1657,"_type":16,"children":1658,"level":64,"listItem":65,"markDefs":1662,"style":25},"c48e7943b0fc",[1659],{"_key":1638,"_type":20,"marks":1660,"text":1661},[],"When exposure adds value versus noise",[],{"_key":1664,"_type":16,"children":1665,"markDefs":1670,"style":25},"7d3d0f6b85be",[1666],{"_key":1667,"_type":20,"marks":1668,"text":1669},"d17204165706",[],"Most teams still rely on a mix of historical habits, platform recommendations, and post-campaign reporting to make decisions. In a fragmented environment, that approach simply doesn’t hold.",[],{"_key":1672,"_type":16,"children":1673,"markDefs":1678,"style":25},"26569071cb55",[1674],{"_key":1675,"_type":20,"marks":1676,"text":1677},"5846394956c7",[],"The more fragmented TV becomes, the more decision-making needs to move upstream. Yet most of the ecosystem still treats decisions as something that happens downstream, once delivery is already in motion.",[],{"_key":1680,"_type":16,"children":1681,"markDefs":1686,"style":306},"8e8919d1d878",[1682],{"_key":1683,"_type":20,"marks":1684,"text":1685},"dd2a920ff6cf",[58],"Fragmentation Requires a Different Kind of System",[],{"_key":1688,"_type":16,"children":1689,"markDefs":1694,"style":25},"aa00b3f58d26",[1690],{"_key":1691,"_type":20,"marks":1692,"text":1693},"2889e04e0fe5",[],"Fragmentation is not a media problem. It’s a systems problem.",[],{"_key":1696,"_type":16,"children":1697,"markDefs":1702,"style":25},"4248799912f1",[1698],{"_key":1699,"_type":20,"marks":1700,"text":1701},"3824faac319c",[],"In a fragmented environment, value no longer comes from controlling inventory or optimizing a single channel. It comes from the ability to synthesize signals across the ecosystem and turn them into coherent actions. That requires a layer that sits above execution.",[],{"_key":1704,"_type":16,"children":1705,"markDefs":1710,"style":25},"36ff39dd47a3",[1706],{"_key":1707,"_type":20,"marks":1708,"text":1709},"bcba55b0a435",[],"A system that doesn’t replace existing tools, but connects them.\nA system designed to decide across platforms, not inside them.",[],{"_key":1712,"_type":16,"children":1713,"markDefs":1718,"style":25},"7cc305c8b1b4",[1714],{"_key":1715,"_type":20,"marks":1716,"text":1717},"89945a9005ad",[],"Without that layer, fragmentation turns into entropy. With it, fragmentation becomes optionality.",[],{"_key":1720,"_type":16,"children":1721,"markDefs":1726,"style":306},"47a6c29a0778",[1722],{"_key":1723,"_type":20,"marks":1724,"text":1725},"c840a76cbf13",[58],"Why This Is a Structural Issue, Not a Tactical One",[],{"_key":1728,"_type":16,"children":1729,"markDefs":1734,"style":25},"3bc9182154dc",[1730],{"_key":1731,"_type":20,"marks":1732,"text":1733},"6c4dcf9f0457",[],"Many attempts to solve fragmentation focus on consolidation: fewer partners, fewer platforms, fewer choices. In practice, this rarely works. The market keeps expanding, and new environments keep emerging.",[],{"_key":1736,"_type":16,"children":1737,"markDefs":1742,"style":25},"9a858f990223",[1738],{"_key":1739,"_type":20,"marks":1740,"text":1741},"be1d999e57b3",[],"The alternative is not simplification through reduction. It’s simplification through decisioning.",[],{"_key":1744,"_type":16,"children":1745,"markDefs":1750,"style":25},"63cd0bf5f800",[1746],{"_key":1747,"_type":20,"marks":1748,"text":1749},"c9e882528fe8",[],"A decisioning system doesn’t eliminate fragmentation. It makes it manageable. It provides a consistent logic that travels across platforms, formats, and markets, even as the underlying execution layer continues to evolve.",[],{"_key":1752,"_type":16,"children":1753,"markDefs":1762,"style":25},"c27cbbce4b8d",[1754,1758],{"_key":1755,"_type":20,"marks":1756,"text":1757},"e00fc6d12001",[58],"This is the shift TV now requires.",{"_key":1759,"_type":20,"marks":1760,"text":1761},"c3bf19f6bbd6",[],"\nNot better pipes.\nNot another buying interface.",[],{"_key":1764,"_type":16,"children":1765,"markDefs":1774,"style":25},"4fed855babc1",[1766,1770],{"_key":1767,"_type":20,"marks":1768,"text":1769},"efa9215163ca",[],"But ",{"_key":1771,"_type":20,"marks":1772,"text":1773},"dd53e7483498",[58],"a way to make fragmented decisions add up to a coherent strategy.",[],{"_type":28,"asset":1776,"crop":1778,"hotspot":1782},{"_ref":1777,"_type":31},"image-201819e7d1b92dcaee4a86daeb656b25cc73e4e6-3478x1736-jpg",{"_type":1779,"bottom":1780,"left":1780,"right":1780,"top":1781},"sanity.imageCrop",0,0.01075187256162089,{"_type":1783,"height":1784,"width":64,"x":1785,"y":1786},"sanity.imageHotspot",0.9892481274383791,0.5,0.5053759362808105,"2026-02-11T14:30:00.000Z",[1789,1791,1793,1795],{"_key":1790,"_ref":513,"_type":31},"cf378800325e",{"_key":1792,"_ref":516,"_type":31},"2c22b63c83d8",{"_key":1794,"_ref":519,"_type":31},"b06cfc6c8b8e",{"_key":1796,"_ref":267,"_type":31},"9e1a731b9478","TV inventory scaled. Decision-making didn't. Learn why fragmentation isn't the problem—it's the lack of a strategic decisioning layer to manage it.","TV Advertising: Why Fragmentation Broke Decision-Making",{"_type":242,"current":1800},"fragmented-tv-requires-a-new-way-to-decide","Fragmented TV Requires a New Way to Decide",{"_createdAt":1803,"_id":519,"_rev":1804,"_system":1805,"_type":11,"_updatedAt":1808,"content":1809,"mainImage":2009,"publishedAt":2012,"relatedPosts":2013,"seoDescription":2022,"seoTitle":2023,"slug":2024,"title":2023},"2026-02-10T11:15:07Z","afYIElXBTawf6MDGfkt3Et",{"base":1806},{"id":519,"rev":1807},"KyWWh7SrithISdewck0E8G","2026-06-09T08:50:38Z",[1810,1818,1826,1834,1841,1849,1856,1864,1872,1880,1888,1896,1904,1911,1919,1927,1935,1943,1951,1958,1966,1973,1981,1989,1997],{"_key":1811,"_type":16,"children":1812,"markDefs":1817,"style":25},"e4cbebafa3e3",[1813],{"_key":1814,"_type":20,"marks":1815,"text":1816},"b1f50d63d035",[],"Direct response assumes a simple model: exposure, action, conversion, within a narrow time frame. This model works well for certain products and certain moments. It breaks down quickly for most TV-driven categories.",[],{"_key":1819,"_type":16,"children":1820,"markDefs":1825,"style":25},"6ad705c7bc7d",[1821],{"_key":1822,"_type":20,"marks":1823,"text":1824},"a3288e96aee7",[],"When a consumer sees a luxury brand, a car, a travel destination, or a financial service on TV, the impact rarely translates into an immediate click or purchase. The effect is cumulative. Preference forms over time. Familiarity builds. Trust compounds.",[],{"_key":1827,"_type":16,"children":1828,"markDefs":1833,"style":25},"115dcc0ae9a9",[1829],{"_key":1830,"_type":20,"marks":1831,"text":1832},"b5cfbf723498",[],"TV influences decisions that may happen weeks or months later, often through channels that attribution models cannot fully capture. Judging TV solely through short-term response metrics does not make it more accountable. It makes it incomplete.",[],{"_key":1835,"_type":16,"children":1836,"markDefs":1840,"style":25},"b462c91a6694",[1837],{"_key":1838,"_type":20,"marks":1839,"text":105},"b8f3e4793739",[],[],{"_key":1842,"_type":16,"children":1843,"markDefs":1848,"style":306},"7ec918628955",[1844],{"_key":1845,"_type":20,"marks":1846,"text":1847},"a8e4a62e0a27",[58],"TV Still Plays a Unique Brand Role",[],{"_key":1850,"_type":16,"children":1851,"markDefs":1855,"style":25},"79ac732f9b30",[1852],{"_key":1853,"_type":20,"marks":1854,"text":105},"280acc0412df",[],[],{"_key":1857,"_type":16,"children":1858,"markDefs":1863,"style":25},"059b1c668999",[1859],{"_key":1860,"_type":20,"marks":1861,"text":1862},"1ff8bb540034",[],"Beyond measurement mechanics, there is a deeper reason why TV cannot be reduced to instant response.",[],{"_key":1865,"_type":16,"children":1866,"markDefs":1871,"style":25},"58ca3e421cfe",[1867],{"_key":1868,"_type":20,"marks":1869,"text":1870},"a578649650cf",[],"Television remains the only channel where brands can consistently create a lasting universe. It offers time, repetition, and narrative continuity. It allows brands to associate themselves with high-quality content that audiences actively choose to watch, rather than scroll past.",[],{"_key":1873,"_type":16,"children":1874,"markDefs":1879,"style":25},"33b13888ab90",[1875],{"_key":1876,"_type":20,"marks":1877,"text":1878},"b3f0cb19d5c8",[],"This is not about nostalgia for linear TV. It is about the structural role TV plays in brand building.",[],{"_key":1881,"_type":16,"children":1882,"markDefs":1887,"style":25},"a9facf6bc026",[1883],{"_key":1884,"_type":20,"marks":1885,"text":1886},"f00f7140c779",[],"Unlike performance media designed for immediacy, TV allows meaning to accumulate. Messages reinforce each other instead of competing for attention in isolation. Context matters as much as exposure.",[],{"_key":1889,"_type":16,"children":1890,"markDefs":1895,"style":25},"8a009d405344",[1891],{"_key":1892,"_type":20,"marks":1893,"text":1894},"6f021dd10cb9",[],"This is why TV has always been central for categories where trust, aspiration, and long-term consideration drive value. And this has not changed with streaming. If anything, it has become more important as fragmentation increases.",[],{"_key":1897,"_type":16,"children":1898,"markDefs":1903,"style":134},"c55695fec59e",[1899],{"_key":1900,"_type":20,"marks":1901,"text":1902},"838e2102184b",[],"\nTV is not just a delivery channel.\nIt is a brand environment.",[],{"_key":1905,"_type":16,"children":1906,"markDefs":1910,"style":25},"e553a046e9d6",[1907],{"_key":1908,"_type":20,"marks":1909,"text":105},"d723ae600822",[],[],{"_key":1912,"_type":16,"children":1913,"markDefs":1918,"style":306},"222d661335b4",[1914],{"_key":1915,"_type":20,"marks":1916,"text":1917},"1f25311b3761",[58],"Why Short-Term Attribution Misses the Point",[],{"_key":1920,"_type":16,"children":1921,"markDefs":1926,"style":25},"a9a89dbae253",[1922],{"_key":1923,"_type":20,"marks":1924,"text":1925},"b775e23c4a7c",[],"Short attribution windows flatten TV’s impact. They capture only the most immediate signals and ignore the broader influence TV has on brand perception and future behavior.",[],{"_key":1928,"_type":16,"children":1929,"markDefs":1934,"style":25},"e45ca0f22a89",[1930],{"_key":1931,"_type":20,"marks":1932,"text":1933},"4fd8d99f7aad",[],"This leads to distorted conclusions. Campaigns that shape long-term preference may appear inefficient. Programs that contribute to sustained lift may be undervalued because they do not spike instantly.",[],{"_key":1936,"_type":16,"children":1937,"markDefs":1942,"style":25},"fe624ddc9c10",[1938],{"_key":1939,"_type":20,"marks":1940,"text":1941},"f2755f3df8f9",[],"Performance models optimized for immediacy reward short-term reactions. TV creates value through continuity.",[],{"_key":1944,"_type":16,"children":1945,"markDefs":1950,"style":25},"a5c0b3ee0412",[1946],{"_key":1947,"_type":20,"marks":1948,"text":1949},"b9929beb5203",[],"The issue is not that TV should escape accountability. The issue is that accountability must reflect how TV actually works.",[],{"_key":1952,"_type":16,"children":1953,"markDefs":1957,"style":25},"55e81b41909d",[1954],{"_key":1955,"_type":20,"marks":1956,"text":105},"4ef31ef96480",[],[],{"_key":1959,"_type":16,"children":1960,"markDefs":1965,"style":306},"ac0f543c9127",[1961],{"_key":1962,"_type":20,"marks":1963,"text":1964},"1b5b13e15275",[58],"From Reporting Outcomes to Learning from Them",[],{"_key":1967,"_type":16,"children":1968,"markDefs":1972,"style":25},"5ffd6fd763fe",[1969],{"_key":1970,"_type":20,"marks":1971,"text":105},"a2b13402bcef",[],[],{"_key":1974,"_type":16,"children":1975,"markDefs":1980,"style":25},"954984043c00",[1976],{"_key":1977,"_type":20,"marks":1978,"text":1979},"d309bb308780",[],"True performance on TV is not about proving success after the spend. It is about understanding what drives impact before and during investment.",[],{"_key":1982,"_type":16,"children":1983,"markDefs":1988,"style":25},"422c522d72f6",[1984],{"_key":1985,"_type":20,"marks":1986,"text":1987},"afba2b9db4ba",[],"Outcomes become powerful when they are read across time, context, and creative, not in isolation. When brands can see which environments consistently reinforce meaning, which programs support long-term lift, and how creative interacts with context, outcomes stop being a verdict.",[],{"_key":1990,"_type":16,"children":1991,"markDefs":1996,"style":25},"44b7798f5eef",[1992],{"_key":1993,"_type":20,"marks":1994,"text":1995},"da1d18c707c1",[],"They become a learning system.",[],{"_key":1998,"_type":16,"children":1999,"markDefs":2008,"style":25},"10b337c810df",[2000,2004],{"_key":2001,"_type":20,"marks":2002,"text":2003},"a946993e9d57",[58],"This is where TV performance evolves beyond direct response",{"_key":2005,"_type":20,"marks":2006,"text":2007},"1a303220c4fc",[],". Not by abandoning outcomes, but by expanding them to reflect the full role TV plays in driving business results.",[],{"_type":28,"asset":2010},{"_ref":2011,"_type":31},"image-25e64a9c40d8b4dd93e7fe402529f3d8e98a235b-3478x1736-jpg","2026-02-10T11:15:05.499Z",[2014,2016,2018,2020],{"_key":2015,"_ref":513,"_type":31},"da7005e5dc0f",{"_key":2017,"_ref":516,"_type":31},"5bfb9ad83fe5",{"_key":2019,"_ref":267,"_type":31},"49a8501c89b9",{"_key":2021,"_ref":522,"_type":31},"1b49a1e6d494","TV builds preference over time, not instant clicks. Discover why short-term attribution misses the point and accountability must reflect how TV works.","TV Performance Is More Than Short-Term Response",{"_type":242,"current":2025},"tv-performance-is-more-than-short-term-response",{"_createdAt":2027,"_id":1057,"_rev":2028,"_system":2029,"_type":11,"_updatedAt":2032,"content":2033,"featured":228,"mainImage":2078,"publishedAt":2081,"relatedPosts":2082,"seoDescription":2089,"seoTitle":2090,"slug":2091,"title":2093},"2026-06-01T04:13:57Z","kd3I1xb3h92caWGnFpsTUv",{"base":2030},{"id":1057,"rev":2031},"kd3I1xb3h92caWGnFpsNkd","2026-06-11T12:43:05Z",[2034,2042,2050,2054,2062,2070,2073],{"_key":2035,"_type":16,"children":2036,"markDefs":2041,"style":25},"cf04bbed2c12",[2037],{"_key":2038,"_type":20,"marks":2039,"text":2040},"a875583aa6e1",[],"The advent of streaming services created an interesting tension in the late 2010s: Specifically, the focus on premium, ad-free services threatened to substantially shift viewer dynamics for ad-supported media, creating a split between “haves” and “have nots.” The marketing dynamics of streaming look very different if ads have essentially become a tax on lower-income households for content.",[],{"_key":2043,"_type":16,"children":2044,"markDefs":2049,"style":25},"0ef763bda2a9",[2045],{"_key":2046,"_type":20,"marks":2047,"text":2048},"b57f345ced13",[],"Fortunately, the rise of FAST services and ad-supported tiers over the last six years has reshaped the landscape again and averted that particular disaster. Nearly half of US subscribers used ad-tiered services last year, and while lower-income households lean on FAST services for budget reasons, higher-income appear to do so out of a desire to reduce subscription fatigue and because they just watch substantially more streaming media.",[],{"_key":2051,"_type":28,"asset":2052},"41b8a83cde3a",{"_ref":2053,"_type":31},"image-b40aa49b14d3e94dcf624f23cfd4e5e169b71725-1006x353-png",{"_key":2055,"_type":16,"children":2056,"markDefs":2061,"style":25},"ab9e152d073d",[2057],{"_key":2058,"_type":20,"marks":2059,"text":2060},"91d8b9d88ea0",[],"Higher-income households reported nearly double the number of ad-supported subscription services per household than those making less than $40K per year on average, with the share of ad-supported subscribers to key services - most notably Amazon Prime - remaining above 50% even among the wealthiest households. For affluent consumers, FAST and ad-supported services are more about optimizing spend rather than avoiding ads altogether. If there’s a limited amount of content on a given service, they’d rather just pay for it with ads.",[],{"_key":2063,"_type":16,"children":2064,"markDefs":2069,"style":25},"e1b662c1ffc3",[2065],{"_key":2066,"_type":20,"marks":2067,"text":2068},"63d6cfa3e1d2",[],"FAST services still over-index to Hispanic and black viewership as well as lower-income households, of course. But the reality is more nuanced than that: Advertisers can still capture a large number of higher-income households through FAST services, as those households are both more likely to have more services and subscribe for a particular show or piece of content. It’s not about the platform in that regard, it’s about the content (and always was).",[],{"_key":2071,"_type":28,"asset":2072},"623bfa558a8b",{"_ref":30,"_type":31},{"_key":939,"_type":16,"children":2074,"markDefs":2077,"style":25},[2075],{"_key":224,"_type":20,"marks":2076,"text":226},[22],[],{"_type":28,"asset":2079},{"_ref":2080,"_type":31},"image-ddf3904ee3cf82d1f1397694bdd322fac590fd31-3478x1736-png","2026-06-01T04:13:42.116Z",[2083,2085,2087],{"_key":2084,"_ref":236,"_type":31},"ff8dba760541",{"_key":2086,"_ref":246,"_type":31},"ebbaee4acd64",{"_key":2088,"_ref":6,"_type":31},"9ed96c005702","Explore why FAST and ad-supported streaming reach affluent US households, reshaping CTV audience strategy beyond income-based assumptions.","FAST Streaming: Why Affluent US Viewers Still Watch Ads",{"_type":242,"current":2092},"streaming-ads-and-income","Why High-Income Streamers Are Embracing Ads",1781181881856]