Modern Retail+ Research: Marketers navigate a changing CTV landscape
Culture Index
Score Breakdown
Relevance
3/25
Freshness
25/25
Authority
18/20
Brand Signal
8/15
Depth
3/15
5-Axis Cultural Radar
In the first quarter of 2026, YouTube came out on top for the fourth year in a row as the ad-supported streaming service that received the largest portion of Modern Retail survey respondents’ ad placements and ad budgets — but the streaming industry is poised to experience significant shifts in the coming 12 months.
