https://www.StreamingMedia.comRSS feeds from Streamingmedia.com.All Content Copyright 1998-2026, Streaming Media Magazine, a Division of Information Today Inc.60https://dzceab466r34n.cloudfront.net/images_nl/socialicons/32x32/black-rss-32.pnghttps://www.StreamingMedia.comThu, 09 Apr 2026 04:45:25 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174307https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174307From an observability standpoint and eyes on glass, what are the key metrics to watch to determine if ad insertion is going smoothly during a live stream? Altitude TV's Dave Zur, Sargeway LLC's Sarge Sargent, Qualabs' David Hassoun, and FanServ's C.J. Leonard discuss challenges and best practices for monitoring live streaming ad performance in this clip from Streaming Media Connect 2026.Thu, 09 Apr 2026 04:00:04 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174306https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174306The economics and the architecture of conventional delivery networks are increasingly misaligned with the realities of modern streaming. Architectures that can dynamically match capacity to demand are far more efficient.Thu, 09 Apr 2026 03:55:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174305https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174305After delivering a presentation on "AI's Impact on Media" at HumanX in San Francisco on April 7, Paramount Global CTO and Head of Multiplatform Innovations Phil Wiser did an open Q & A with attendees expanding on the key themes of his presentations. Thu, 09 Apr 2026 02:25:26 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174304https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174304FuboTV Inc. (NYSE: FUBO) today unveiled a major upgrade to its iOS and Android apps, powered by its proprietary AI technology, to optimize the sports streaming experience for fans wherever they are.?Recognizing that sports fans aren't always at home, and that they check their phones often for game updates, Fubo's enhanced mobile apps now deliver quick hits of moments that matter in addition to full video.Thu, 09 Apr 2026 09:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174054https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174054At Streaming Media Connect 2026, Tavant brought together a group of media and advertising leaders for an honest, wide-ranging conversation about what AI is actually doing for the industry today. What emerged was a clear pattern: the companies gaining the most from AI are not treating it as a feature layered onto existing systems?they are building core advertising operations around it.Wed, 08 Apr 2026 04:00:42 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174291https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174291Streaming platforms have their own requirements for distribution, and buyers have their own requirements for scale, efficiency, and reach. For publishers, that means that revenue optimization requires a nuanced mix of relationships, partnerships, and deal structures that make the supply chain endemically complex. That complexity is a feature, not a bug, but it isn't beyond comprehension. In this article we'll a look at how it really works.Wed, 08 Apr 2026 03:40:39 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174290https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174290Consumers now have more options than ever before: fiber, cable, fixed wireless, 5G, and satellite. Performance has largely converged. Speed and reliability-once differentiators-have become expectations. As a result, the traditional levers of growth are no longer enough. The industry isn't running out of demand; it's running out of differentiation.Tue, 07 Apr 2026 04:10:52 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174263https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174263We spend a lot of time talking about what fans see in sports. The camera angles, the replays, the graphics, the studio analysis. All of it is designed to bring the viewer closer to the action. But the most important part of modern sports broadcasting is not what fans see. It is what they never see. Behind every moment on screen, there is an entire hidden layer of technology and operations working to make that experience feel effortless. And that layer is becoming more complex than ever.Tue, 07 Apr 2026 03:55:54 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174262https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174262This complexity and fragmentation of streaming content is not unfamiliar to those with experience planning digital marketing campaigns. Since the internet itself experienced a similar tidal wave of growth during the 2000's, thousands of websites have proliferated, offering advertisers myriad options to engage with audiences. The same is now true with streaming apps and platforms, which has led to half of TV content viewers reporting they think there are now too many options to stream content.Tue, 07 Apr 2026 03:40:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174261https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174261With sports that aren't orchestrated for built-in TV ad breaks and a traditional broadcast run of show, SGAI provides critical advantages for monetizing sports content without pulling fans out of the action and causing them to miss key moments in the game. FloSports Product Manager, Ad Tech Adair Lyden explains these and other reasons why FloSports is embracing server-guided ad insertion (SGAI) as a good fit for their content and programming model and provides an early look at how it's working for them in this conversation with RingDigital's Brian Ring at Streaming Media Connect 2026.Fri, 03 Apr 2026 02:55:26 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174228https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174228The streaming market has entered a new phase that comes with new challenges. The average US household now holds 3.8 subscriptions and is actively looking to simplify. Platforms that will win the next decade are not those with the largest catalogs, but those that focus on subscribers to make their platform feel indispensable.Fri, 03 Apr 2026 02:00:50 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174221https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174221Streaming services evaluating codec licensing face a difficult question: how do the royalty costs of Access Advance Video Distribution Patent Pool and the Avanci Video program actually compare? A new report from Streaming Learning Center's Jan Ozer answers that question with hard numbers.Fri, 03 Apr 2026 01:30:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174220https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174220Why are streaming services, channels, and platforms across the CTV and OTT ecosystems turning to AI/ML-enhanced metadata to remove the friction from CTV content discovery and improve user experiences? Cineverse's Tony Huidor and SUMM8's Jamie Mackinlay discuss how AI-enriched metadata and natural language interfaces are enhancing and transforming discovery and bringing users closer to the content they want to watch in this discussion with Integration Therapy's Rebecca Avery at Streaming Media Connect 2026.Fri, 03 Apr 2026 01:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174219https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174219The knock against streaming for live sports has always been higher latency than broadcast, and the agony of hearing your cable-watching neighbor cheer a goal before it happens on your screen. One could argue that live-streamed sports aren't really live in this scenario. But given the costs and challenges of lowering latency, is it really worth the investment, or should sports streamers be prioritizing other engineering challenges or elements of the fan experience? MTech Sport's Matt Stagg, DAZN's James Pearce, BT Group's Ian Parr, and TATA Communications' Corey Smith discuss the current business case for lowering sports streaming latency at Streaming Media Connect 2026.Wed, 01 Apr 2026 02:00:09 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174159https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174159Recent reporting from an independent third party found that using an IP address as the signal to target in a household-based environment like CTV is only 13-16% accurate. In other words, for every $1 of media investment aimed at a specific audience, about 85 cents is wasted right out of the gate? so is it really worth the premium?Tue, 31 Mar 2026 03:50:50 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174154https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174154Linear broadcast still represents a significant source of revenue for many major media organizations. It can't simply be replaced. The challenge is to support both the real-time digital and scheduled linear TV models at once - delivering fast, platform-specific content for streaming and social platforms while continuing to serve traditional broadcast audiences.Tue, 31 Mar 2026 03:50:08 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174151https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174151Even as the buzz builds around vertical microdrama and more and more content, innovation, and creativity flow into this new storytelling mode, how to make it profitable remains an open question. Celestine Pictures founder and executive producer Grace Gao discusses its origins in China, its transition to America, persisting quality/quantity disparities, the emergence of a few successful brands, the monetization and distribution models that will sustain and grow the industry as a whole, and how the interest of major platforms like Netflix will impact vertical content creators in discussion with Chris Pfaff in this clip from Streaming Media Connect 2026.Fri, 27 Mar 2026 04:40:47 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174105https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174105Integrated purchasing opportunities and creator content are becoming increasingly prominent elements of the CTV experience. How are they converging on major CTV platforms like LG and webOS? Chester Goodson, LG Electronics' senior manager of business development, discusses the rise of creator programming and monetization opportunities available through LG's Shop Time ecommerce app and where the two intersect in this conversation with moderator Chris Pfaff at Streaming Media Connect 2026.Fri, 27 Mar 2026 04:20:10 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174104https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174104In CTV, where exposure is often view-through, and actions happen on other screens, "last-click" measurement distortion can turn "good ROAS" into a mirage. That's why incrementality is becoming a necessary baseline. In practice, it means fewer arguments about attribution models and more routine experimentation baked into media plans.Fri, 27 Mar 2026 04:05:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174103https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174103Just because microdramas are being viewed on mobile devices doesn't mean that they're not a streaming media opportunity.Fri, 27 Mar 2026 03:05:59 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174102https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174102What strategic and technological innovations are in the pipeline to facilitate more seamless shoppable CTV experiences? Fuse Media's Karl Meyer, Disney's Lexi Swift, Spaceback's Joe Hall, and LG's Chester Goodson address future prospects for enhanced shoppability in this discussion with moderator Chris Pfaff from Streaming Media Connect 2026.Fri, 27 Mar 2026 01:25:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174097https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174097Brands have poured millions in media spend into making commercials "shoppable" by placing QR codes on screen. The logic seems simple: put your code in front of millions of viewers and they will scan it. But many publishers have told me that widespread scanning just hasn't materialized, with some even reporting that CTR hovers around 0.03%. Why so low? Because scanning a QR code takes viewers away from the content they love.Fri, 27 Mar 2026 12:55:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174095https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174095With Signiant, Option Media moves high volumes of media quickly and consistently, reducing transfer failures and eliminating the need to restart interrupted uploads. Signiant's alignment with TPN Gold Shield assessments and advanced access controls help Option Media meet studio-grade security requirements without slowing production. Branded, client-friendly portals make it easy for non-technical users to send and receive content, improving client experienceThu, 26 Mar 2026 12:50:04 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174084https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174084For years, many streaming companies have perceived piracy as?a disease that needs to be treated only after it strikes.?A show is released, pirates copy it, and the platform responds with takedown notices, legal complaints, or occasional enforcement actions. That approach may have worked in the early days of online video. Today, it does not.Thu, 26 Mar 2026 12:35:56 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174083https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174083Digital rights management is the invisible backbone of?streaming security, and the license service sits at its core. Every play request, entitlement check, and encrypted segment relies on a clean exchange of?keys between clients, proxies, and license servers. Replacing that infrastructure under deadline pressure requires not only technical execution but strategic planning.Thu, 26 Mar 2026 12:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173245https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173245As with all streaming workflows, AI has steadily crept into the live streaming technology stack. In some cases, the impact is incremental, in others, profound. From production to monetization, here's a quick overview of where AI has become relevant for live event producers and engineers, and some areas where, surprisingly, it hasn't. Thu, 26 Mar 2026 12:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173809https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173809Here is a month-by-month roundup of the streaming industry's most momentous mergers and acquisitions of 2025 (excluding the competing Paramount Skydance and Netflix bids for Warner Bros. Discovery?a drama that just turned definitively in Paramount's favor at press time).Thu, 26 Mar 2026 12:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173814https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173814Is it still fashionable to be sustainable, even with AI?Thu, 26 Mar 2026 12:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173815https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173815How are streaming content companies doing? Publishers, creators, and aggregators have traditionally made the majority of their revenue on subscriptions, so why does everyone want to talk about advertising? Ad-supported content is more affordable. Because most streaming consumers have maxed out their subscriptions, leaving the SVOD market saturated, advertising is more likely to be the dominant incremental revenue driver for streaming over the next several years, based on how media companies are talking about themselves and guiding investors.Thu, 26 Mar 2026 12:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173826https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173826Two stories dominated streaming media in 2025: Netflix versus the rest and YouTube takes TV. YouTube may be the bigger story. Thu, 26 Mar 2026 12:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173832https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173832One streaming platform's increasing appetite for live events combined with titanic global reach means that it will dominate discussion in 2026?and it's not necessarily Netflix.Thu, 26 Mar 2026 12:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173838https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173838Streaming codec adoption used to be an engineering abstraction governed by RD curves, BD-rate tables, and roadmap slides that no one outside of R&D ever considered. Over the last 15 months, codec adoption decisions have morphed into a much broader discussion, involving C-level execs from finance and legal. While the precursors to this transition occurred pre-2025, the situation coalesced in 2025. During the same period, we saw one codec step to the front (AV1) and another shrink before our eyes (VVC). Thu, 26 Mar 2026 12:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173868https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173868This is a tale of a few different AI use cases that involve research, localization, advertising, and UX. The first is a public broadcaster in Austria. The second is a TV OS. The third is a well-known vendor. The last is a major media company. What all of these have in common is that their AI applications have moved from the proof-of-concept stage to full commercial implementation.Tue, 24 Mar 2026 04:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174053https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174053As the NBA has seen its audience shift from traditional TV to streaming, strategies and techniques for measuring that audience and interpreting viewer behavior have shifted with it, with greater fragmentation and different metrics. NBA VP of Global Media Insights Michelle Auguste discusses the challenges and incongruities of audience measurement across different platforms and partners and why old, linear-based models like Nielsen must continue to adapt and evolve in this clip from her keynote fireside chat with Streaming Media's Steve Nathans-Kelly at Streaming Media Connect 2026.Tue, 24 Mar 2026 03:20:08 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174051https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174051At IAB NewFronts 2026, Samsung TV Plus is expanding its exclusive offering with live events and creator-led programming, plus interactive experiences throughout.Fri, 20 Mar 2026 02:35:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174011https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174011When it comes to withstanding traffic spikes and other factors that stress-test live streams, "your infrastructure is only as strong as the weakest part of the chain," notes DAZN EVP James Pearce in this clip from Streaming Media Connect 2026. So has the resiliency of streaming architecture become a greater factor in livestream success than insufficient scalability or CDN capacity? MTech Sport's Matt Stagg, TATA Communications' Corey Smith, and BT Group's Ian Parr join the debate over where streams are most likely to break down today and whether CDN capacity problems have indeed been solved in this clip from Streaming Media Connect 2026.Fri, 20 Mar 2026 12:15:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174007https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=174007A familiar broadcast rule is now entering the streaming world with California's new loudness regulation SB 576, mandating that advertisements must match the perceived volume of the primary content surrounding them. The goal is to eliminate the sudden volume spikes viewers experience during ad breaks. On paper, it's a win-win: audiences get a better viewing experience, and advertisers know their message is landing without jarring. But implementing that rule in streaming is far less simple than it sounds.Fri, 20 Mar 2026 11:05:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173999https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173999If immersive, real-time, and AI-driven production is the future, the underlying network must change, argue photonics advocates and members of IOWN.Wed, 18 Mar 2026 03:30:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173974https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173974If the next chapter of CTV is going to deliver on both engagement and outcomes, it starts with a simple constraint: Respect the viewer first, then innovate inside that reality.?Wed, 18 Mar 2026 12:35:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173971https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173971Efforts to build a powerful broadcast stack often quietly evolve into something far less efficient due to over-engineering. The hidden cost of this complexity rarely shows up on a purchase order. It appears in integration timelines, operational friction, and long-term maintainability.Tue, 17 Mar 2026 11:20:47 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173937https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173937Setplex's Fully Integrated Zapflex Platform Empowers Operators and Media Owners to Manage, Distribute, and Monetize VideoTue, 17 Mar 2026 10:50:25 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173935https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173935Via's new AVC Streaming License Fee structure, which applies to new licenses beginning in 2026, replaces the old single-cap model with a tiered system that scales sharply with platform size.Tue, 17 Mar 2026 09:00:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173841https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173841After launching on Nov 8, 2023, and the sunsetting of NASA TV (NASA's linear channel) in August 2024, NASA+ has become the official destination for all NASA content, whether you are watching on Amazon Prime, Netflix or NASA's website, and app. Currently, NASA is planning to stream the first crewed launch to the Moon in over 50 years, Artemis II (estimated viewership 25M) and will become the world's largest live streaming event, the next moon landing on Artemis III (estimated viewership 250M). In this Q&A, I spoke with General Manager and Head of NASA+ Rebecca Sirmons about how her team built NASA+ and the infrastructure, gear, ops, and workflows that launch live streams at this massive scope and scale.Mon, 16 Mar 2026 04:05:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173929https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173929As the last mile of streaming becomes increasingly predictable, according to CacheFly CTO and Founder Matt Levine, the focus of streaming professionals working to enhance reliability in live event delivery shifts to the middle mile. Levine and YouTube Head of OTT Live Engineering Sean McCarthy explore what workflow and architecture elements constitute the middle mile and what it takes to navigate middle-mile variability most effectively origin-to-edge and designing workflows that scale in this conversation with SVTA Subject Matter Expert Bhavesh Upadhyaya at Streaming Media Connect 2026.Mon, 16 Mar 2026 10:55:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173920https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173920Forecasting the success of streaming content based on the IP behind it?whether it's a legacy property like Family Feud or a video game adaptation like The Last of Us?is harder than it may appear, but do patterns emerge in historical viewership data or viewer surveys that offer usable clues? Hub Entertainment Research Principal Jon Giegengack takes a crack at unraveling the mysteries of streaming show success in this conversation with Integration Therapy Owner and Principal Rebecca Avery at Streaming Media Connect 2026.Mon, 16 Mar 2026 09:00:01 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173869https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173869Opening our blog to a never-ending stream of guest contributors yields some of the coolest stuff we publish, with topics that would never occur to me. Though I rarely know when these pieces will arrive or where they'll come from, it is often heady, provocative stuff that I'm proud to publish. Fri, 13 Mar 2026 01:45:05 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173910https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173910How streaming's fastest-growing format will compete for performance budgetsFri, 13 Mar 2026 01:40:35 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173911https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173911A moment's buffering during a game might send fans running. This is where the need for scale, reliability, and quality converge. So, how do providers deliver seamless, captivating experiences for millions of viewers? The answer isn't found in a solo technology or company, but at the intersection of technology and smart collaboration.Fri, 13 Mar 2026 12:55:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173907https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173907Matching ads to programming context and audience interests is theoretically what CTV and OTT can do better than traditional linear television, but it requires gathering data and leveraging it effectively to make sound contextual calls. Philo Head of Advertising Partnerships Aulden Kaye Yi and Roku Head of Supply Side Ad Platform Charlie Goodman discuss what works on their platforms and how their teams approach contextual advertising in this conversation with SVTA Subject Matter Expert Bhavesh Upadhyaya at Streaming Media Connect 2026.Tue, 10 Mar 2026 03:25:00 ESThttps://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173848https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=173848Even as live sports remains arguably the only consistently reliable appointment viewing genre in TV, younger viewers are notoriously appointment viewing-averse. Yet NBA attention from younger fans is growing, according to NBA VP of Global Media Insights Michelle Auguste; it just shows up in different places, and requires following different metrics to make sense of and deploying different strategies and cultural touchpoints to cultivate the 24/7 fandom model that makes younger fans feel like they're part of the league.