CTV Roundup

TV industry vets convened at the National Association of Broadcasters (NAB) show in New York City last week to discuss the streaming industry’s maturation.

Subscriber retention is trending on Netflix right now. Ads have become a key aspect of Netflix’s strategy to retain users by offering a lower-cost option – and, so far, the approach seems to be working.

The TV industry still can’t agree on the point of panels. They’re a necessary resource for measurement, but there’s no consensus about how to actually build or use them.

Connected TV advertising is maturing. More subscribers are streaming with ads, inventory is growing and prices are normalizing.

The livestreaming platform Caffeine, which launched as a Twitch competitor, pivoted to zero in on live sports and competitions by partnering up with sports leagues.

Linear and streaming TV still seem to be operating on two different wavelengths. Which is why more advertisers are turning to outcomes-based measurement to figure out whether their TV campaigns drive incremental results.

Banning password sharing is No. 1 on Netflix right now, and other streaming services are taking notice. But the strategy is a risky one: It’s very difficult to enforce, and the timing needs to be just right.

Philo is a streaming content aggregator that distributes content from major broadcasters, some of which also happen to be co-owners of the service. But programming distributors don’t always have optimal ad experiences.

Nielsen finalizes its plan to add big data to its measurement currency offering for national TV. Here’s what it means for advertisers.

While it might feel a little late in the game for a brand-new streaming service to hit the ground running – especially as big-name streaming platforms struggle to grow subscriptions and ad revenue – free services have an easier time gaining traction.