Streaming Has Passed Linear – Now Roku Wants to Prove CTV Can Perform

For decades, television was the ultimate brand-awareness machine and little else. You bought the spot, hoped the right eyeballs landed on it, and moved on. No signal came back. Now, according to one Roku executive, that era is definitively over. More Americans now watch television via streaming than through traditional linear broadcast. “Performance on CTV [...]

Last updated Mar 16, 2026 by ATDb automated enrichment