1. CTV First. Mobile Second: Companies are keeping SmartTV Apps & CTV as the primary devices for not just UIUX but also advertising returns and plans. AVOD monetisation has shown the greatest success on CTVs with both personalisation and interactive adverts taking central stage.

2. OEMs dominating distribution: Alongside the growth of FAST channels, OEM apps like Samsung TVPlus or Roku Channels have dominated ad-revenue and positioned themselves as the core discovery tool for consumers browsing for new TV Content from  including niche channels, sports and news.

3. AI Driven Social Media browsing on CTV: While short-form content monetisation within Social Media channels has made great strides in the last few years, some of that has made its way onto CTV screens and browsing alongside long-form & great updated AI-driven metadata have seen some of the most innovative product launches in 2024 from various broadcasters around the world.