The streaming video market has reached a pivotal moment. Traditional advertising models alone can no longer sustain growth - and interactive, shoppable TV experiences are poised to bridge the gap between ad impressions and real-world transactions. Our new white paper, Interactive & Shoppable TV: Next Wave of CTV Revenues, in partnership with Adeia dives into how CTV platforms and advertisers can capitalize on this burgeoning opportunity.

The Rise of Ad-Supported Streaming

  • 82% of U.S. internet households now engage with ads across free, ad-supported SVOD, and vMVPD services - signaling that viewers have become accustomed to seeing commercials alongside premium content.
  • By 2029, 278 million viewers are projected to tune into ad-supported subscription services, while 236 million will watch free, ad-based streaming - a massive audience ready for more engaging ad formats.

Why Interactivity Matters

  • Viewers on social platforms aren’t just passive; 79% interact with social video - sharing, commenting, and even purchasing directly through the platform. Leveraging similar interactive features in CTV can drive deeper engagement and better ad ROI.
  • Early adopters like Roku and YouTube are already rolling out clickable overlays, dynamic CTAs, and “Action Ads” that let users learn more or even buy products without leaving their TV screens.

Interactive and shoppable TV is not a futuristic concept - it’s happening now. Advertisers and CTV platforms must embrace two-way data flows, seamless commerce integrations, and personalized features to stay competitive.

This white paper, in partnership with Adeia, is an urgent call to action for CTV platforms, streaming providers, and advertisers to prioritize interactivity and leverage the technology and data already at their disposal to strengthen their competitive and financial position. This research highlights consumer interest, use, and preferences for interactive features across TV and mobile viewing devices and platforms, including shoppable advertisements. It also identifies key challenges and offers actionable strategies to navigate them effectively.

Download the white paper - Interactive & Shoppable TV: Next Wave of CTV Revenues