CTV home screens have become some of the most commercially contested real estate in media. The streaming industry are paying premium prices for placement on the world’s leading platforms – yet most have no reliable way to verify whether those placements delivered, or what they were actually worth.
Looper Insights’ new report, The Home Screen Economy, examines how the streaming industry values – and fails to measure – CTV interface inventory. Drawing on responses from 63 senior executives, it maps where investment is flowing, where confidence is breaking down, and what would shift willingness to spend.
Inside the Report:
📺 Who controls the inventory – and what it costs Where promotion budgets are being allocated and which platform types are drawing the most spend.
🔍 The verification gap How often executives detect discrepancies between contracted and delivered placements – and the methods used to confirm a placement went live at all.
💬 What the industry really thinks Unfiltered sentiment on whether platforms are pricing inventory fairly relative to the proof of performance they provide.
🤖 The AI question How AI-driven content discovery is reshaping the interface visibility conversation – and what the streaming industry say they need before CTV interface spend can scale.
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