We considered 2020 to be the start of the“connected decade” due to the incredible growth of digital TV and streaming. Few could have predicted, however, just how quickly we’d see that growth. Stuck at home for inordinate amounts of time during the COVID-19 pandemic, consumers around the world tuned into over-the-top (OTT) and connected TV (CTV) content at record rates to stay informed and entertained. New streaming bundles hit the market at an opportune time, and brands followed consumers to new channels with ad budgets rapidly shifting into digital.

But for all this change and uncertainty, leaders across the industry will tell you that these overarching trends weren’t necessarily surprising — though adoption was kicked into high gear forcing advertisers, media owners, and technology providers to adapt their plans.