Parks Associates is investigating new differentiators and points of interest for US Connected TV (CTV) buyers. The study focuses on the expansion of CTV platforms into areas like gaming, fitness, and smart home integration.
For CTV platforms, the immediate implication is that buyer interest is no longer limited to streaming access alone; Parks Associates is specifically looking at gaming, fitness, and smart home as differentiators. That widens the feature set platforms may need to prioritize in the TV interface. The ecosystem angle is straightforward: CTV is being evaluated as a broader home screen for entertainment and connected-device use, not just video delivery. Watch for the study’s findings on which of the three areas—gaming, fitness, or smart home—rank highest with US buyers.
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