Parks Associates' new white paper, Interactive & Shoppable TV: Next Wave of CTV Revenues, released in partnership with Adeia, focuses on the service provider opportunity to advance the consumer experience and build on expectations of interactivity and specifically engage in commerce through the TV. Parks Associates forecasts that by 2029, more than 278 million viewers will watch subscription ad-supported streaming and that consumers are open to expanded commercial experiences on the TV.
The white paper highlights consumer interest, use, and preferences for interactive features across TV and mobile viewing devices and platforms, including shoppable advertisements.
From the LightReading article, "More than 278 million viewers will watch subscription ad-supported streaming services by 2029 – Parks Associates"
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