Observed Signal · Jul 13, 2026 · Analysis · Source: VideoWeek · Impact: 3/5 · Sentiment: Negative
Declining Streaming CPMs Threaten CTV Content Investment
Streaming advertising CPMs have been falling, placing pressure on publishers' ability to fund expensive streaming content. Greg Bel, VP of Global Revenue & Partnerships at Publica by IAS, says declining CPMs for streaming inventory risk reducing content investment unless CTV publishers can secure adequate ad returns. In an interview filmed in Cannes, Bel describes how Publica is working with CTV publishers to help close the revenue gap, highlights the growing adoption of outcome measurement for TV, and notes monetization challenges specific to live sports streaming.
Falling streaming CPMs directly affect publishers' ad revenue and their ability to finance expensive streaming content; this has meaningful implications for CTV monetization strategies and publisher investment decisions.
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Key Takeaways & Evidence Grounding
- The article states that streaming CPMs for streaming inventory have declined.
- Greg Bel is identified as VP of Global Revenue & Partnerships at Publica by IAS and comments on declining CPMs.
- Publica (by IAS) is working with CTV publishers to help bridge the revenue gap caused by lower CPMs.
- The piece highlights growth in outcome measurement for TV.
- The article notes challenges around monetizing live sports streaming.
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
CTV Emerges as New Primetime — Ad Strategy Shift
State of Streaming reports that streaming has surpassed broadcast and cable in U.S. television usage, with streaming reaching a 46% share while broadcast fell below 20%. The article features Stefanie Beach, CEO and Founder of The Marketeer Group, who argues advertisers must adopt an audience-first, people-centric programmatic CTV strategy. Key industry signals include rising global programmatic CTV spend (estimated $5.7 billion in Q2 2025), persistent ad-fraud risk (IVT up to ~18%), and creative opportunities such as native brand integrations and sponsorships. Beach recommends starting campaigns with a clear 'why,' building creative specifically for CTV, partnering with experts when needed, and tying measurement directly to objectives to avoid oversaturation and protect the viewer experience.
TV Ad Trends: Streaming Surges as Linear Declines
An analysis of Q3 earnings in TV and connected TV (CTV) advertising notes continued pressure on linear TV margins, even as streaming revenue helps offset declines. The piece highlights double-digit declines in linear TV and specific year-over-year drops for major players—Paramount Skydance (-12%), Warner Bros. Discovery (-22%), and Disney (-16% in linear network revenue; -12% for 2025 overall). It discusses a shift toward streaming-first strategies, with growing ad-supported tiers and Disney building an in-house ad server powering Disney+, Hulu, and ESPN-related services. It also references sports distribution decisions across Peacock, Paramount+, Fox One, and TNT, and notes Fox One’s launch and Tubi profitability. The article frames consolidation of ad tech stacks and cross-platform sports strategies as critical factors shaping advertiser spend, serving as a preview for AdExchanger’s end-of-year coverage.
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