Now, platforms like Roku, Amazon Fire TV and Vizio, are focusing on bulking up their content offerings as well as updating their interfaces to keep customers coming back. In the second quarter, Vizio SmartCast accounts jumped 43% year over year to hit 14 million, and streaming hours climbed 22% to reach 3.5 billion.

Overall, CTV is expected to see nearly $6 billion in 2022 upfront dollars, up from $4.5 billion in 2021, eMarketer predicts.

​​Similarly, Vizio has unveiled an updated experience for its free streaming video service WatchFree+ including a new programming guide. It is putting the emphasize on data to improve its customer experience.