2026 Marketers Guide to Changing CTV Landscape

Glossy+ Research recently took a deep dive into the world of ad-supported streaming services and how they impact marketing strategies. With media giants like The Walt Disney Company and Paramount making moves towards mergers, the landscape of streaming ads is shifting. At the same time, marketers are rethinking how they measure success on these platforms as viewer habits change and competition increases.

Our analysis, based on surveys and interviews with marketing and streaming execs from different companies, revealed some interesting insights. YouTube once again emerged as the top choice for ad placements and budgets. It’s no surprise that 75% of brand and agency respondents are currently running ads on YouTube. Amazon’s Prime Video, Hulu, and Paramount+ followed closely behind in terms of ad placements and budgets.

Looking ahead, major changes are on the horizon. The Walt Disney Company is gearing up to merge Hulu with Disney+ by the end of 2026, while Paramount plans to combine Paramount+ and Max into one service. These mergers could simplify audience targeting for marketers, making it easier to reach the right people in the right place.

Overall, the streaming industry is in for some big shifts in the next year, which could impact how marketers allocate their budgets and resources. As always, staying flexible and keeping an eye on emerging trends will be key for success in this ever-evolving landscape.