In the past decade, streaming TV has transformed television viewing habits. More than 107,500 programs are now available across global streaming services, while 55% of U.S. adults stream without a cable or satellite subscription. As more audiences shift to streaming, advertisers need a paradigm shift; what drives campaign performance in a linear world no longer applies in streaming TV.
On linear TV, program name, genre, and maturity rating were often enough to evaluate content because the inventory was finite and comparable by design. In streaming TV, those signals alone can leave advertisers guessing. With virtually unlimited content available across platforms, and no consistent way to compare them in context, advertisers need richer data to identify the environments most relevant to their brands and audiences.
That's why we're introducing content-level reporting as a part of DV Authentic Streaming TV™, giving advertisers the advanced insights they need to understand what worked, optimize future campaigns, and make more confident streaming TV decisions.
Knowing a program name or genre only tells part of the story. Was the program recently released or is it part of a decades-old library? Is it trending with audiences, even though its heyday was in the ‘90s? Did it contain mature themes–and if so, did they actually go against your brand suitability standards? What emotional context surrounded your ad? Were you reaching audiences at the right moment?
DV's new content-level reporting answers these questions with advanced program-level insights—signals built specifically for the streaming environment, including:
Program name
Genre and maturity ratings (normalized)
Premiere year to understand how current a title is
Trend score to measure viewer popularity
Content themes and suitability signals for brand protection when buying mature content
Emotional sentiment to reach audiences in the right moment (coming soon)
Together, these signals provide a richer context surrounding the content environments for every impression, helping advertisers evaluate campaign performance with greater confidence. They are available across multiple major streaming TV publishers—with more coming soon.
Reporting should do more than explain what happened. It should help advertisers decide what to do next.
That's why DV allows advertisers to combine these advanced content signals into their own custom relevance score. Relevance scores are a single, customized metric built around an advertiser’s own brand and campaign objectives. Because DV normalizes these signals across publishers using a consistent global taxonomy, relevance scores allow advertisers to compare content regardless of genre, rating or which streaming service the ad ran on.
Rather than evaluating dozens of individual signals across fragmented inventory sources, advertisers can quickly identify and compare the content most aligned with their goals and use that intelligence to inform planning, optimization, and future investment.
Content doesn't exist in isolation.
In addition to new content-level reporting, DV Authentic Streaming TV also introduces new app-level streaming TV attention insights, helping advertisers understand which apps generated the greatest opportunity for viewer attention through metrics like eyes on screen, attentive seconds, and attention probability.
Combined with DV's media quality measurement and content-level intelligence, advertisers gain a more complete understanding of both where campaigns ran and how those environments performed.
Streaming TV has never offered advertisers more opportunity. But opportunity without context creates uncertainty.
At DoubleVerify, we believe the future of streaming TV isn't just about more transparency. It's about giving advertisers the intelligence that reflects how audiences actually engage with content so they can plan with confidence, optimize more effectively, and better understand the content that drives campaign success.
Content-level reporting is another step toward that future.
To learn more about DV Authentic Streaming TV and content-level reporting, contact your DoubleVerify representative or visit our streaming TV page.