DPP calls for data coherence as CTV regulation tightens
This analytical article synthesizes several recent reports and industry developments, focusing on the challenges of data coherence in the media and entertainment industry, the call from European broadcasters for stricter regulation of CTV operating systems and voice assistants under the EU Digital Markets Act, and advancements in video monetization and AI applications. It highlights how these factors are shaping the future of streaming and traditional broadcasting, including the increasing adoption of DVB-I.
Key Takeaways
- DPP’s _Making Data Pay_ drew on input from over 70 contributors across 19 content organisations and 19 vendors.
- The report says media companies are “drowning in data but lacking alignment” and calls for “data coherence” across management, audience, strategy, and technology foundations.
- Eleven European broadcasting associations have asked the European Commission to designate major TV operating systems as gatekeepers under the Digital Markets Act.
- FreeWheel’s Video Marketplace Report says premium video ad views rose 11% year on year in the second half of 2025 across the US and Europe.
- Omdia says 52% of US viewers aged 45–54 were watching mobile video while also watching television in November 2025, up from 39% in November 2022.
Why It Matters
The immediate issue is not data volume but whether media companies can turn it into decisions; DPP’s report says many are investing in data capabilities without measurable impact. That lands alongside a regulatory push from 11 European broadcasting associations, which want major TV operating systems treated as gatekeepers under the Digital Markets Act because of their control over discoverability and access. The same article points to a CTV ad market still growing, with premium video ad views up 11% in H2 2025 and CTV accounting for 86% of U.S. ad views. Watch for how the EU responds to the broadcasters’ letter and whether DPP’s “data coherence” framing shows up in operational priorities.
Read full article at apb-news.com
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