In our most recent US CTV advertising report, we found short-form video to be among the top considerations when selecting advertising partners. We wonder if this signals a market opportunity for short-form in general, and creator content more specifically. This AP3 discusses and debates our results with Erin Firneno, Eric Haggstrom and Stuart Schneiderman tackling 3 big questions:

  1. Advertisers ranked short-form video among their top formats when selecting CTV partners, on par with new programming and live sports. What does this finding mean for streaming platforms?
  2. Do we predict YouTube content will look more like content on Netflix and Hulu, or will the latter begin to mirror YouTube?
  3. How would we recommend premium streamers successfully integrate short-form video? Will consumers be receptive?