Podcast Summary: CTV and Streaming Advertising Trends for 2026 Summit – Keynote and Fireside Chat

Podcast: Behind the Numbers: an eMarketer Podcast
Host: Marcus Johnson
Analyst/Keynote: Ross Benes
Guest Expert: Kim Marchon, Head of Agency Development, StackAdapt
Date: November 20, 2025

Overview

In this special summit edition, eMarketer senior analyst Ross Benes delivers a data-packed keynote on the accelerating evolution of connected TV (CTV) and streaming advertising, highlighting market inflection points up to 2026 and beyond. The episode continues with an in-depth fireside chat between Ross and Kim Marchon (StackAdapt), exploring actionable advertising strategies, leveraging AI and programmatic innovation, modern targeting, and measurement in a shifting media landscape.

Key Discussion Points and Insights

1. The Dominance of YouTube and Shifts in TV Consumption

• YouTube’s Disruptive Role

  • YouTube is now central to how people consume video content, especially those under 30, leading all services in TV screen viewing time.
  • Surpassed Disney’s vast portfolio (including ESPN, Hulu, Disney+) in TV screen time spent (03:12).
  • “YouTube has more viewing than all of that. And that’s just on the TV screen.” — Ross Benes [04:13]
  • Half of YouTube’s time is still on mobile/PC—chart compared only TV screen usage [04:45].
  • YouTube's share of TV time has increased by 3 percentage points in the last 18 months, more than any other competitor [05:04].

• Streaming vs. Linear TV

  • Streaming and traditional (broadcast/cable) now at parity after trailing for years; streaming’s rise attributed to pandemic-driven shifts and continued growth by behemoths (YouTube, Netflix) [06:40].
  • Linear TV retains short-term boosts due to live sports events, but long-term decline is clear [08:33].
  • By 2027, streaming is projected to make up half of all TV subscription revenue, up from 25% recently [12:11].

2. The Evolving Subscription Model and Churn

• Growth of Cord-Cutting

  • For the first time, “there will be more viewers who don’t pay for live TV than those who do” (15:21).
  • Even broad pay-TV definitions (including digital MVPDs) are losing ground.

• Dramatic Price Increases

  • Streaming service prices, especially ad-free tiers, have risen much faster than inflation—Disney+ went from $7 (2019) to $19 (2025) for ad-free [14:28].
  • “You’ll see a six year gap where a service launched at $7 and, to avoid ads six years later, it’s going to cost you $20. And I think that’s going to become a normal thing.” — Ross Benes [14:51]
  • Coupled with flat budgets, consumers respond by reducing the number of services, churning between platforms, and increasing consumption of free ad-supported TV (FAST) like YouTube or Tubi [17:31].

3. Advertising Spend: CTV vs. Linear TV

• Rapid Growth of CTV Ad Spend

  • CTV went from ~$7B in 2019 to over half of linear TV ad spend in 2025; projected to surpass linear TV by 2028 [18:41].
  • “Within 10 years, CTV will go from being a tenth [of ad spending] to eclipsing linear.” — Ross Benes [19:10]
  • CTV ads are more expensive; it will take longer for CTV impressions to catch up with linear TV spots, whose ad loads remain much higher [20:36].

• Platform Shifts in Ad Revenue

  • YouTube (gross basis) remains the largest recipient of CTV ad dollars. Disney+ (integrating Hulu) is set to rise, giving ad buyers better scale for premium content [21:53].
  • Linear TV retains dominance in live sports, which is crucial for advertising, although streaming is slowly gaining exclusive sports content [22:40].
  • “Live sports is accounting for about 40% of total national TV ad spending in Q4, and most of this is going to happen on traditional TV.” — Ross Benes [23:15]

4. Fireside Chat: Advertising Innovation with Kim Marchon, StackAdapt

Changing Mindsets and Adoption of CTV (24:34)

• Brands now see CTV as a necessary, mainstream buy, not just a test channel.
  • “With 70% of households expected to use CTV by 2026, it’s not just a ‘maybe we should move’ anymore… it’s ‘how much?’” — Kim Marchon [24:47]

From Brand to Performance: Full-Funnel CTV Strategy (25:40)

• Advise brands to clearly define goals for each campaign—CTV can cover awareness through to conversions.
• Experimentation is key; leave room for interactive formats like overlays or pause ads alongside core KPIs [26:19].
  • “Spending a majority of your budget on the core goals and a little bit on… experimentation as CTV continues to evolve.” — Kim Marchon [26:32]

Unlocking Programmatic Targeting Power (27:01)

• Shift from buying inventory-first to audience-first. Now, brands can target by geo, demo, intent, and CRM lists, ensuring ROI.
  • “The world is your oyster when trying to be specific from a targeting perspective.” — Kim Marchon [27:23]

AI and Real-Time Optimization (28:44)

• AI in DSPs optimizes campaigns for likely converters, but StackAdapt is pioneering “agentic AI” (internal virtual assistants) to provide instant insights and recommendations.
  • “Where AI has really started to get interesting is more in the generative and agentic AI space… we can type in prompts and [our agent] delivers results.” — Kim Marchon [29:11]

Innovations in Measurement & Brand Lift (30:17)

• Consolidated programmatic buys enable cross-publisher/user-level tracking for frequency management and incremental reach.
• Real-time brand lift measurement now possible; brands can optimize mid-flight, not just post-campaign.
  • “We can actually see [brand lift] in real time and adjust targeting or messaging based on those campaign results.” — Kim Marchon [31:10]
• Ability to tie ad exposures directly to purchases through CRM and retailer data [31:40].

Dynamic Optimization, Competitive Edge & Innovation (32:42)

• Real-time campaign adjustments—AI as “co-pilot” for ongoing learning and iteration.
• Next edge: Interactive/shoppable TV ads, personalized creative, and robust cross-device attribution from upper-funnel awareness to conversion [33:24, 36:43].
  • “For the first time, being able to see that cross-device conversion rate and the path to conversion—that is definitely not linear…” — Kim Marchon [37:54]

Reach, CPMs, and Inventory (34:33)

• The proliferation of ad-supported tiers increases inventory and reach. Maintaining inventory quality and brand safety requires strong, transparent partnerships.

Notable Quotes and Timestamps

• “YouTube has more viewing than all of [Disney’s portfolio]. And that’s just on the TV screen.” — Ross Benes [04:13]
• “Within 10 years, CTV will go from being a tenth [of ad spending] to eclipsing linear.” — Ross Benes [19:10]
• “With 70% of households expected to use CTV by 2026, it’s not just a ‘maybe we should move’ anymore… it’s ‘how much?’” — Kim Marchon [24:47]
• “The world is your oyster when trying to be specific from a targeting perspective.” — Kim Marchon [27:23]
• “We can actually see [brand lift] in real time and adjust targeting or messaging based on those campaign results.” — Kim Marchon [31:10]
• “For the first time, being able to see that cross-device conversion rate and the path to conversion—that is definitely not linear…” — Kim Marchon [37:54]

Suggested Timestamps for Reference

• [03:12]: YouTube vs Disney time spent
• [06:40]: Streaming surpassing linear TV viewing
• [12:11]: Subscription revenue shifts
• [14:28]: Price hikes and the impact on churn
• [18:41]: CTV ad spend surpassing linear TV
• [22:40]: Sports viewing and advertising
• [24:34]: Kim Marchon Fireside Chat begins
• [27:01]: The shift to targeting-first, programmatic CTV buys
• [28:44]: StackAdapt’s application of AI
• [31:10]: Advancements in real-time measurement
• [33:24]: Where the next competitive edge in CTV will come from
• [36:43]: Future of CTV—shoppable and interactive ads

Tone and Style

The conversation is data-driven but practical, with frequent, clear explanations; Ross Benes’ insights are direct and analytical, while Kim Marchon's responses are positive, encouraging strategic flexibility and hands-on experimentation in the evolving world of CTV/streaming advertising.

Conclusion

This episode offers a comprehensive primer on the state and future direction of CTV and streaming advertising—emphasizing YouTube’s dominance, the inevitability of streaming’s rise, strategies for brands to leverage targeting and AI, and the continued, if narrowing, importance of linear TV for live sports and large-scale reach. With actionable advice and expert predictions, it’s essential listening (or reading) for anyone in media buying and digital advertising.