State of the Home Screen 2026: Home Screen Observatory Announces Inaugural Industry Report on Discovery, AI and Platform Visibility
Announcement posted by CTVMA 09 Jun 2026
The Home Screen Observatory (HSO), coordinated by the Connected TV Marketing Association (CTVMA), has announced the development of its inaugural State of the Home Screen 2026 report, a new industry report examining the evolving role of home screens across connected TV, streaming and smart TV platform ecosystems.
The report explores how home screens are increasingly influencing content discovery, audience attention, platform visibility, recommendations, advertising, commerce and user experience. It also examines the growing impact of artificial intelligence, platform governance and transparency across CTV operating systems and home screen environments.
"The home screen has become one of the most engaged, yet least measured audience environments in television." — James Grant Hay, Executive Director, CTVMA
Among the themes explored are the emergence of the home screen as a strategic discovery layer, the increasing importance of content selection and viewing decision pathways, the commercialisation of home screen environments, and the convergence of AI, identity and governance within connected TV ecosystems.
"Content selection has emerged as a distinct audience environment within connected TV, with viewers increasingly exploring, evaluating and comparing content before a viewing decision is made." — James Grant Hay, Executive Director, CTVMA
The three-month industry study builds on the HSO Observatory's broader research programme, including industry monitoring of home screen developments, platform discoverability, operating system ecosystems and prominence-related developments across Australia, UK, EU and New Zealand.
The State of the Home Screen 2026 report draws upon market observations, industry research and stakeholder participation from broadcasters, streaming services, OEMs, platform operators, advertisers, technology providers and policymakers.
The Home Screen Observatory is coordinated by the CTVMA Research Unit and welcomes expressions of interest from organisations interested in participating in future observatory activities, consultations and industry research initiatives.
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