Glossy+ Research: The Marketers’ 2026 Guide to a Shifting CTV Landscape, Including YouTube, Peacock and Roku

Why It Matters

As ad‑supported CTV captures a growing slice of U.S. video spend, understanding platform nuances and cost structures is critical for marketers aiming to protect ROI and stay competitive in a fragmented, rapidly consolidating market.

Key Takeaways

• Mergers could reshape inventory across YouTube, Peacock, Roku
• KPIs shift from impressions on YouTube to clicks on Roku
• Measurement gaps inflate CTV campaign costs
• Marketers remain hesitant to apply AI to CTV
• Best‑practice guide targets 2026 CTV strategy

Pulse Analysis

Connected‑TV continues its ascent as the fastest‑growing segment of U.S. video advertising, with ad‑supported services now accounting for roughly 30% of total TV spend. This surge is driven by cord‑cutters gravitating toward free, on‑demand content on platforms such as YouTube, Peacock and Roku. Glossy+ Research’s 2026 guide provides marketers a roadmap to navigate this expanding inventory, emphasizing that the sheer volume of impressions no longer guarantees success without platform‑specific insight.

The report uncovers three strategic fault lines. First, recent mergers among streaming players are consolidating ad inventory, forcing brands to renegotiate rates and re‑evaluate audience reach. Second, key performance indicators diverge sharply: YouTube still rewards reach and view‑through rates, while Roku and Peacock prioritize click‑through and conversion metrics. Third, persistent measurement gaps and opaque pricing models inflate campaign costs, prompting marketers to demand more transparent attribution solutions. These dynamics compel advertisers to adopt a multi‑platform measurement stack that can reconcile disparate data streams.

Despite the opportunities, adoption of artificial intelligence on CTV remains limited. Marketers cite concerns over data privacy, algorithmic opacity, and the nascent state of AI‑driven creative optimization. Glossy+ Research recommends incremental AI pilots focused on audience segmentation and real‑time bidding, paired with rigorous testing frameworks. By aligning AI initiatives with clear KPI targets and transparent measurement, brands can unlock efficiency gains while mitigating risk. The guide ultimately positions CTV as a cornerstone of 2026 media plans, provided marketers adapt to platform nuances, cost structures, and emerging technologies.