Marketing experts were already in agreement at the end of 2023: Connected TV, already on the upswing, would become even more important over the course of 2024. Has the forecast come true?

Yes, say the experts. The marketing channel will gain even more momentum. This is due to the increasing focus of streamers on ad-financed subscriptions and the growing number of free FAST channels. They are complemented by a variety of new, refined measurement methods for market partnerships and initiatives. But one major fundamental problem remains.

Mario Neumann and Sara Sihelnik also share their views on this development here.