ShowHeroes and Whale TV open programmatic homescreen inventory across Europe and LATAM

This partnership reflects the industry-wide push to move premium 'top-of-funnel' CTV inventory into automated workflows. For buyers, the ability to programmatically bid on homescreen mastheads reduces the friction previously associated with high-impact, non-pre-roll placements. By opening its 41M monthly active screen footprint to ShowHeroes' demand network, Whale TV is positioning itself against dominant OS players like Roku and Tizen, aiming to capture a larger slice of the €14 billion European CTV ad market. Watch for whether this shifts inventory pricing, as programmatic access typically lowers entry barriers compared to direct-sold managed services.

The collaboration comes as independent TV operating systems (TVOS) intensify efforts to monetize their software footprints. Whale TV rebranded from Zeasn in September 2024 to establish a consumer-facing identity, concurrently folding its FAST services into a unified offering called Whale TV+. Per StreamTV Insider, the company grew its active device count to 45 million by Q4 2025, largely by partnering with original device manufacturers and regional brands like Blaupunkt for European distribution and EFL in Brazil.

This shift toward programmatic homescreen ads aligns with broader market statistics indicating that biddable inventory is becoming the buyer standard. According to the IAB's 2025 Digital Video Ad Spend Report, nearly 47% of all CTV advertisers expected their inventory to be biddable by the end of 2025, a significant jump from 2024 levels. In Europe, the growth is particularly acute; Digital Content Next reported that CTV ad views in the region grew by 31% year-over-year in early 2025, surpassing growth rates observed in the U.S. market.

Competitively, the move mirrors strategies from larger platform holders. Per Reuters and industry reporting in May 2026, major OS providers like LG and Samsung have enhanced their native display offerings to offset stagnating hardware margins. By providing automated access to these 'first-screen' placements, independent players like Whale TV and ShowHeroes are attempting to provide agencies with the same high-recall formats found on dominant platforms but across a more fragmented, diverse set of international device brands.