Linear TV resilience frustrates digital ad platforms

The Media OnlineDave Morgan · 16 September 2026 at 05:30

About half of US TV viewing still comes from linear TV, while more than 80% of TV ad viewing remains linear. CTV ad growth is increasingly concentrated among walled gardens such as Amazon and Google/YouTube. Digital ad platforms have limited access to the roughly $50bn US premium video ad market…
— The Media Online

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