Modern Retail+ Research: Marketers navigate a changing CTV landscape
In the first quarter of 2026, YouTube came out on top for the fourth year in a row as the ad-supported streaming service that received the largest portion of Modern Retail survey respondents’ ad placements and ad budgets — but the streaming industry is poised to experience significant shifts in the coming 12 months.
In a recent report titled "The marketers’ 2026 guide to a shifting CTV landscape," Modern Retail+ Research analyzes the growing role of ad-supported streaming platforms in marketers' strategies. The report, based on a survey of 125 brand and agency professionals and individual interviews with marketing executives, sheds light on the current state of the ad-supported streaming landscape.
YouTube emerged as the leading platform, securing the largest share of both ad placements and budgets, for the fourth consecutive year. An impressive 75% of survey respondents reported placing ads on YouTube during Q1 2026. Amazon's Prime Video (with ads) came in second place, with 47% of respondents placing ads on the platform. Hulu and Paramount+ followed closely in third place, each receiving 43% of respondents' ad placements.
The changing CTV landscape highlights the increasing importance of these ad-supported streaming services in marketers' playbooks. As brands continue to adapt to the evolving digital advertising environment, YouTube remains a dominant force, attracting a significant portion of both ad placements and budgets.
Written by urgent.news from Modern Retail's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
