Modern Retail+ Research: Marketers navigate a changing CTV landscape

This is an excerpt from our Modern Retail+ Research report “The marketers’ 2026 guide to a shifting CTV landscape, including YouTube, Peacock and Roku,” which analyzes the ad-supported streaming landscape and its role in marketers’ playbooks. The report is based on a survey of 125 brand and agency professionals, as well as individual interviews with marketing executives.

Mergers could shift the CTV landscape

YouTube came out on top for the fourth year in a row as the ad-supported streaming service that received the largest portion of both survey respondents’ ad placements and ad budgets. Seventy-five percent of brand and agency respondents said they currently place ads on YouTube as of Q1 2026. Amazon’s Prime Video (with ads) followed in second place at 47% of respondents, while Hulu and Paramount+ tied in third place at 43% of respondents, respectively.

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