Connected TV (CTV) is now a dominant mode of media consumption. An IAS ‘Streaming Wars’ report, surveying 1,270 U.S. consumers, shows that CTV has become almost universally adopted. Nearly nine in 10 consumers confirmed they have access to a CTV device; adults aged 18-44 years have the highest level, with an average of 91 percent having access to a CTV. CTV viewership is on the rise, but competing for that attention creates a challenge. Not only are the so- called “streaming wars’’ creating more consumer choice, but they are also driving increased media fragmentation. On another note, statistics show that 204.1 million U.S. viewers, or 60.1 percent of US the population, are predicted to watch CTV by 2022, according to eMarketer. These figures will likely increase even further, as the world is ordered to remain indoors to prevent the spread of COVID-19.