TV hardware from Samsung, LG, TCL and other is pushing premium picture and “wireless living room” design, reinforcing the big-screen CTV opportunity. Hardware announcements from TV manufactures at CES 2026 reinforce the idea that the living room experience continues to trend toward bigger screens, better picture quality, and premium display tech. This matters for CTV because enhanced viewing environments typically drive more time spent on long-form streaming and “event-like” viewing. Premium hardware also supports more immersive ad formats and higher-value inventory, particularly for brands that care about sight, sound, and impact. In short, better screens continue to expand the opportunity for streaming and CTV advertising.
