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Watch: David Rasmusson also discussed challenges for cross-media measurement and what the Nordics TV market looks like.

The deal covers the Masthead ad unit.

A total of 20m UK homes had access to an SVOD service in Q4 2024, a marginal dip from the previous quarter. Ad tiers for Netflix and Amazon grew slightly last quarter, and there is still room for more, according to Barb.

With the help of AI, people will be able to interact with a wider range of content with their remote, voice, motion gestures, game controllers or phones, and get the big-screen experience.

Prototypes will be built by Kantar and RSMB alongside Sopra Steria, while return-path data from Sky boxes and CTV sets with HbbTV software will be incorporated into the new service.

CPMs in some markets are higher than in Europe, sales chief Hamid Davari said.

Initiative aims to provide safe spaces for leaders to freely discuss key challenges and changes.

Regulation presents one barrier that hinders TV from attracting spend from other platforms, Be Addressable’s Charlie Makin argued.

Streamers are reinventing the playbook for live sports coverage, so brands need to think beyond traditional advertising formats and look at the wider entertainment experience for consumers.

A new sustainability pillar has also been added to the framework.