When you turn on your TV in 2025, the very first thing you engage with isn’t an app like Netflix or YouTube, it’s an operating system. Think Roku, Apple TV, Fire TV, LG webOS, or Samsung Tizen. These platforms decide which shows and apps get prime placement, who appears in autoplay rails, which icons sit on dedicated remote buttons, and, critically, who processes the payments. Today’s “carriage agreement” is the OS home screen.
Consider this,
Connected TV (CTV) now reaches more than 90% of US households, with over 117 million homes streaming via these devices. YouTube on the TV set alone serves upward of 100 million American households, and Nielsen reports streaming took 44% of all U.S. TV time in 2025. Meanwhile, CTV ad spending just crossed $33 billion and is set for continued double-digit growth.
But here’s the central truth,
YouTube’s surge isn’t about better programming or a creative renaissance. The real catalyst is CTV platforms making it the path of least resistance, one-tap access, autoplay, and top billing on the interface. The interface, not the content, shapes who wins the living room. Distribution has fundamentally changed, but most people still think it’s about the shows. Every content provider, studios, streamers, even YouTube, now negotiates with platform landlords.
The real estate that matters is the home screen. Remote control buttons, deep links that bypass app menus, and hero tiles are now more valuable than any content deal. Roku claims 37% of the US market for CTV ad impressions, with Fire TV at 17%. OEMs and OS companies are selling these digital corridors like high-traffic shopping centers, and success increasingly depends on owning or renting that front door.
It’s no surprise Meta and TikTok are racing to the big screen, vying for their own piece of the home screen map, before those spots become impossible to unseat.
Linear TV’s share of global ad dollars has dropped to 12%, with CTV quickly heading toward a projected 40% by 2030. The platforms that shape access now shape audience flow, advertising revenue, and content discovery.
So while headlines declare a “streaming war” between Netflix and YouTube, the real battle for control has shifted. OS makers and TV manufacturers, they’re the true winners in today’s entertainment landscape. They own the entryway, the data, and the viewer relationship.
In the era of CTV, the lesson is clear, Content remains essential. But distribution rules the kingdom, and today, the platform is king. If you’re not focused on how you’ll reach the viewer through the OS, you’re playing someone else’s game and paying rent in a digital estate run by new landlords.
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Ashley Renée Smith IMO of course, 1. No one really thinks the mainstream media is not entirely controlled, which has been confirmed to the public time and again since at least 2016. But which has been...
Expand commentAshley Renée Smith IMO of course, 1. No one really thinks the mainstream media is not entirely controlled, which has been confirmed to the public time and again since at least 2016. But which has been to one extent or another true forever (and the subject of political science studies since long before I got to university to learn about it). 2. However, I think this specific case, so far as it relates to Kimmel, ABC and Disney specifically is an interesting point which could be a useful case study. There is absolutely no doubt that the assassin is a leftist. There is absolutely no doubt that he was aided by leftist sympathizers and one has been arrested for intentionally causing distraction after the shooting so that the assassin could get away. There is absolutely no doubt that the host of AI generated posts painting MAGA wear etc. on assassin and his associates are faked as that is not his or their background, and their near immediate appearance smacks of a prepared effort. 3. It is also clear that the general audience doesn't buy it and that ABC, aware of this, is reacting to that - and possibly JUST PLAIN DECENCY by removing someone who is immediately jumping on an assassination of a politician in this country to support his personal politics, instead of decrying it as the despicable evil it is. If we continue to permit political violence and "lawfare" amongst political elites, we are descended into the morass of the second and third world and we will never get out. 4. That "Disney staffers" have any say in this at all proves that politics rules, at least in that company, and that the dominant political group there has a political axe to grind - why are they championing Kimmel instead of decrying political assassination? It puts much of the last decade of Disney activities into a new light.
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Ashley Renée Smith Reading in Canadian with a European and Commonwealth lens who cancelled Disney two years ago, not over politics, but lack of content value for the subscription fee, when compared to...
Expand commentAshley Renée Smith Reading in Canadian with a European and Commonwealth lens who cancelled Disney two years ago, not over politics, but lack of content value for the subscription fee, when compared to other platforms. Re ABC, mainstream platforms are quickly being replaced by digital media sources. The migration is inevitable because of the censorship and controls, but the Kimmel thing likely jump-started the fast track. This is also the danger of tech companies buying mainstream media and other platforms. The public square decides what they want to see, not the media companies.
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Disney returning Kimmel is partially a business decision after Disney + and Hulu faced subscription cancellations.
Kimmel returns tonight despite the rabid vitriol of those to the left of Attila The Hu...
Expand commentDisney returning Kimmel is partially a business decision after Disney + and Hulu faced subscription cancellations.
Kimmel returns tonight despite the rabid vitriol of those to the left of Attila The Hun and holdouts Sinclair and Nexstar. Unfortunately, I'm in a Nexstar ABC market.