{
  "id": 4784635,
  "title": "Modern Retail+ Research: Marketers navigate a changing CTV landscape",
  "url": "https://urgent.news/2026/09/01/modern-retail-research-marketers-navigate-a-changing-ctv-landscape",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-01T04:00:00.000Z",
  "source": {
    "name": "Modern Retail",
    "slug": "modern-retail",
    "url": "https://www.modernretail.co/marketing/modern-retail-research-marketers-navigate-a-changing-ctv-landscape/"
  },
  "original_language": "en",
  "account": "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.\n\nYouTube 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.\n\nThe 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.",
  "summary": "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.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}