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.
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Industry Context
Useful background context, but lower-priority than direct platform, community, or operator intelligence.
Impact Level
medium
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Key Stat / Trigger
No single quantitative trigger surfaced in this report.
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Full Coverage
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.
Full article available at the original source. Read the complete story at Modern Retail →
Original Source
This briefing is based on reporting from Modern Retail. Use the original post for full primary-source context.
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