So many shows, so little time. The proliferation of content options across numerous platforms has created a paradox of choice that’s both empowering and overwhelming.
This fragmentation has made content discovery a critical battleground in the streaming wars.
“Ad-supported TV is thriving right now because there’s truly something for everyone,” said Audrey Layman, director of global ad sales and partnerships at Plex, in this video interview with Beet.TV.
Content discovery emerges as key differentiator
With hundreds of ad-supported streaming services offering seemingly endless content libraries, the streaming landscape has become increasingly complex.
“With so many options spread across all these different streaming services, finding what to watch can be overwhelming,” Layman said. “Content discovery is a big focus area for us at Plex.”
The company has positioned itself as a solution to this fragmentation by creating what Layman describes as “the first service to bring streaming discovery and community together into a single platform.” This approach aggregates content recommendations across services including Netflix, Max, Apple TV, and Paramount Plus.
Plex is a global streaming media service that traditionally organizes video, audio, and photos from personal media libraries and streams them to smart devices.
In addition to personal content, Plex offers ad-supported free streaming of movies and TV shows, as well as live-TV streaming.
Transparency challenges plague CTV advertising
For marketers navigating the connected TV (CTV) landscape, transparency remains a key concern. The fragmented nature of streaming services has created inconsistencies in measurement and reporting that complicate advertising strategies.
“I still think there’s work to be done across the industry to ensure advertisers have the confidence to invest more heavily in CTV as a channel,” Layman said.
This issue comes as CTV advertising experiences remarkable growth, with ad spending projected to increase to $42.4 billion by 2027.
“We support third-party measurement solutions that enable our advertisers to verify that their ads were seen in a brand-safe environment,” Layman said. The company also adheres to IAB standards and employs fraud detection technologies to monitor and block invalid traffic in real time.
Innovation beyond traditional video ads
In 2025, Layman sees CTV advertising evolving beyond standard video formats toward “more innovative, interactive, and high-impact ad formats”.
Plex has recently launched native ad formats and sponsorships that integrate brand messaging directly into the platform’s interface. This approach capitalizes on the significant time viewers spend in the content discovery phase.
“Streamers are spending a record amount of time just finding something to watch, so advertisers have an opportunity to connect with these viewers during this discovery phase,” Layman noted.
You’re watching “The Road to POSSIBLE 2025: Transparency and New Signals for CTV Success,” a Beet.TV Leadership Series, presented by Peer39. For more videos from this series, please visit this page.
