Global Scans · Screens · Weekly Summary

• [New] CTV accounts for nearly half (43.8%) of total TV usage and is projected to reach 248 million US viewers by 2027. StackAdapt
• [New] In the US, CTV ad spend is forecast to reach $38 billion in 2026 - around 40% of total TV ad spend. Marketing Procurement iQ
• [New] Connected TV ad spending in the U.S. is projected to reach $37 billion in 2026, reflecting continued double-digit growth and strong advertiser focus. LinkedIn
• [New] By 2028, smart TV users will exceed Roku users by more than 53 million, signaling a device shift. / USA Electro IQ
• [New] Within three years, GenAI will make it possible to produce an entire TV series on a computer, without a human cast or crew, and without filmmaking equipment like cameras, lights, dollies and C-stands, and without a sound stage, or a set, or physical props. The Owner's Guide to the Future
• [New] In 2026, TV advertising will not just be about capturing attention. Samsung Electronics America
• [New] Comcast reported a 14% increase in advertisers running programmatic TV ads in the first half of 2025, while Disney's programmatic sales rose 30% year-over-year as it pushes toward automating 75% of ad sales by 2027. Digiday
• [New] In 2026, commerce will thread itself even more tightly into the platforms consumers already use, whether they are watching TV, scrolling TikTok, or browsing a retailer's site. eMarketer
• [New] There are a few TV markets that have been simmering for a few years now, that will definitely continue into 2026. Yahoo Tech
• [New] 2027: The year eMarketer forecasts that CTV will surpass linear TV in ad spend. Digiday
• [New] Most 2026 campaigns will use CTV as their primary TV channel, supplementing with broadcast only if budgets allow. Adwave
• [New] Eligible applicants are university students enrolled for 2026-27, juniors, seniors, or graduate students, majoring in journalism, television, radio, film, or media studies, with a minimum 3.5 GPA. / USA All Hear
• [New] Potential upgrades to Siri could further enhance the Apple TV 4K's functionality, making it an even more intuitive hub for controlling your smart home and entertainment system. Geeky gadgets
• U.S. CTV ad spend is projected to increase from approximately $33.35 billion in 2025 to $38 billion in 2026, representing close to 14% year-over-year growth and firmly positioning Connected TV as a core channel in modern media strategies. AI Digital

Last updated: 23 March 2026