“These findings disprove the narrative of inattention or lesser value in FAST environments,” said Devin Fallon, senior director of Media Insights & Analytics at Vizio, the owner of the WatchFree+ FAST, in a statement on Adelaide’s FAST audience attention scores in comparison to CTV and linear TV.

However, advertising can also add a layer of creative complexity to content production as well, as noted by a lead analyst at TVREV, Alan Wolk, in a column on STV. “When you’re making shows for subscribers, you have a lot of freedom as to where you can go creatively. When you need to convince brands to run ads against those shows, there’s a whole new set of criteria you have to be aware of,” wrote Wolk.

Last October the forum tapped measurement vendor iSpot for an independent study in an effort to help quantify the ten founding ISA members’ combined value, including Allen Media Group. iSpot found the indie streamers collectively reach around 17.9 million U.S. TV households, or nearly 15% of the country. With the latest additions, ISA said that figure would exceed 20 million – further validating the scale and value ISA members bring to the table.

In a February column on StreamTV Insider, TVREV analyst and co-founder Alan Wolk explained why TiVo’s deal with Vestel was noteworthy.

He said Vizio captures around 11-12% market share of the 40 million annual units in the U.S. TV market so there’s a large opportunity to expand Vizio’s total addressable market. It also provides opportunities to scale its advertising business.

Vizio smart TV home screens are getting a performance enhancement, alongside new custom holiday-themed programming activations meant to drive engagement.

Similarly, TVREV co-founder and analyst Alan Wolk acknowledged that he thinks at some level it was a way to be transparent for actors and writers unions. However, he told STV he also thinks “it was a smart move in that it does get Netflix a gold star for transparency and, regardless of what people think of the numbers, it puts pressure on other services to be equally transparent.”

EDO earlier this year also inked partnerships with Hallmark Media and an expanded relationship with Disney. Fubo over the summer also enlisted vendor iSpot to measure connected TV ads and quantify incremental reach for advertisers on the vMVPD.

BritBox is co-owned BBC Studios and UK broadcaster ITV, featuring a collection of British titles including exclusive premieres, originals, as well as current series and soaps – most available within 24 hours after their UK premiere. Content spans a variety of genres including mystery, drama, comedy, lifestyle, documentary and the largest catalog of Agatha Christie titles. BritBox costs $8.99 per month or $89.99 per year following a free seven-day trial.

iSpot has called a new leader up to bat, tapping David Coletti to lead the measurement vendor’s sports insights unit in a newly created role.

In an October column on StreamTV Insider, TVREV analyst Alan Wolk zeroed in on Comcast’s EntertainmentOS, which he said seems built as a way for the companies to participate in the global streaming wars, serving as an alternative to other OS already available.

VideoAmp has maintained a strong trajectory in the audience measurement space. Alongside iSpot, it was certified as currency for advanced audiences earlier this year by NBCUniversal. The company also inked a deal with Warner Bros. Discovery (WBD) at the start of the year providing a full suite of measurement data and capabilities across the company’s linear, streaming and digital portfolio.

Vizio has seen higher engagement with streaming content from consumers who purchase its large-screen television sets compared to those with smaller Vizio smart TVs in their homes, the company's chief financial executive said at a conference this week.

Smart TV maker Vizio plans to jump into the TVOS game, announcing during Q3 earnings that it’s exploring OEM partnerships to license its SmartCast OS.

StreamTV Insider (STV) took a pulse of leading industry analysts on the news, and there are a few things they all agree on. One, this is a good or necessary move by Vizio that can expand its footprint and help drive advertising revenue. Still, analysts acknowledged Vizio is entering the TVOS space at a time of heavy competition - one where they think it will need to offer something unique to stand out to prospective licensees.

Vizio is looking to expand in the TVOS space, disclosing plans Thursday to explore partnerships with third-party TV OEMs to license its smart TV software.

The executive, Scott Kessler, comes to MyBundle by way of Vizio and Roku, where he worked in similar business development roles. At MyBundle, Kessler will be tasked with nurturing existing agreements with streaming services while also looking for new partnerships with direct-to-consumer providers that build on MyBundle's mission of being a one-stop shop for all things streaming.

Vizio pairs ACR with additional data for more insights, such as knowing comedies with a certain type of talent is hitting the mark audiences – playing into which licensing deals it ultimately pursues.

Vizio’s recently launched Branded Content Studio unit has been tasked with creating data-driven, programming with relevant messaging across multiple formats. Wilson said they are continuing to tackle that challenge with this partnership.’

Shoppable capabilities for Golf Nation don’t yet extend to Vizio smart TVs or the FAST channel, a Vizio spokesperson confirmed to StreamTV Insider.

Still, in the announcement Golf Nation CEO and Chairman Nick Buzzel touted distribution on Vizio as helping brand partners that sell featured products.