For years, home-screen placement on CTV has been treated as a design decision – invisible to the buyers and sellers who should be pricing it. State of Streaming changes that framing, applying Looper Insights’ $MPV™ (Dollar Media Placement Value) framework to show what that shelf space is actually worth in dollars.
Drawing on Looper’s report “YouTube’s Path to TV Dominance: The Five Moves That Got It There” and a survey of C-suite executives across streaming services, broadcasters, agencies and CTV platforms, Rowe maps out how the home-screen battleground is reshaping competition – and what the industry expects to happen next.
👉 Read the coverage:
- State of Streaming – Who Owns the Home Screen? YouTube, Netflix, and Roku Battle for Dominance
👉 Download the full report: YouTube’s Path to TV Dominance: The Five Moves That Got It There
)