Earlier this year, Nielsen reported that, for the first time, more people watch TV via streaming services than both broadcast and cable combined. According to "The Gauge" report, streaming accounted for 44.8% of TV viewership as of May 2025, while broadcast and cable together accounted for 44.2%. And as live sports increasingly become part of the streaming landscape, streaming viewership is not expected to slow down.
But as advertisers shift toward full-funnel strategies, RMNs are evolving well beyond the "conversion-only" mindset. By harnessing deep, high-frequency consumer insights, they can now deliver value across every stage of the buying journey, building awareness, driving consideration and strengthening loyalty. The key to unlocking this broader potential? Seamlessly bridging on-site and off-site advertising, connecting with consumers wherever they are and creating cohesive, high-impact customer journeys that maximize ROI.
Vibhor Kapoor is the Chief Business Officer at , an AI-powered advertising technology company. With the average consumer requiring 56 branded touchpoints before making a purchase, connected TV (CTV) has emerged as one of the most effective ways to bridge those touchpoints across channels. Once considered a top-of-funnel tool for building brand awareness, CTV has quickly evolved into a high-performing, full-funnel channel with better targeting, measurement and retargeting capabilities.