In Q2 2026, MediaRadar will expand its CTV coverage to deliver a more holistic and structured view of the streaming ecosystem. This enhancement increases visibility into advertisers, creatives, apps, local market activity, and occurrence tracking, while also refining how CTV data is organized and labeled.

To support this expansion, MediaRadar has introduced a new CTV Media Group, establishing a clearer framework for organizing and analyzing streaming data across the platform.
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The new CTV Media Group will display AVOD and Live Streaming Sports, if provisioned. AVOD includes both FAST channels and on demand streaming libraries, offering visibility into ad supported inventory across premium and long tail content environments. When combined with Live Streaming Sports, this Media Group delivers a comprehensive view of advertiser activity across both always-on streaming content and high impact live events.

Previously, MediaRadar’s AVOD data was rolled up under the TV Media Group, grouping ad supported streaming activity alongside traditional linear television. As the marketplace has evolved, however, the lines between linear TV and streaming have become increasingly distinct.

To better reflect how advertisers and agencies structure their investments today, AVOD will now roll up to the new CTV Media Group. This update aligns our data organization with the broader advertising ecosystem, where CTV is treated as a dedicated channel with its own strategies, budgets, and performance expectations.

MediaRadar now offers Live Streaming Sports coverage and continues to expand this area to include additional leagues, events, and streaming inventory. Available as an add-on, this solution provides visibility into exclusive live streaming coverage across the most valuable sports leagues and tentpole events, including:

This includes regular season matchups, postseason play, in season tournaments, holiday showcase games, and major championship moments, along with pre and post game programming.

Across Leading Streaming Platforms

Our coverage spans the platforms that now hold exclusive or primary streaming rights to premium live sports, including:

By capturing advertiser activity across these services, MediaRadar enables marketers to see how brands activate within exclusive streaming environments, how creative evolves across the season, and how investment shifts between platforms.
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We’ve introduced an updated CTV Media Group which includes:

This brings all streaming together under CTV within the application.
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Important:

AVOD will move from the TV Media Group into CTV, enabling the existing TV Media Group to focus solely on linear activity. Please ensure your ingestion scripts are updated to recognize these new strings.

For AVOD, how we capture & classify ads and how we calculate estimated spend information will not change.

For a quick overview of our new Live Streaming Sports methodology, click HERE. More detailed methodology information will be coming in Q2 2026.

For both the Media Owners (Media Sellers) and Media Buyers (Media Planners, Agencies, Brands) versions:

You will see a new Live Streaming Sports media type listed, with dates on when final ad spend and ads will be available. A summary of when Live Streaming Sports will be loaded into the application will also be apparent.

The Properties tab within the Data Availability section will show when Live Streaming Sports activity is available by each streaming media property.

The Media Buyers Home Page module includes a Data Availability snapshot showing:

Please Note: Since Live Streaming Sports operates on a variable event schedule, data is uploaded only after events are captured and processed.

Because future events are not projected within the system:

The Media Sellers Home Page module includes a Data Availability snapshot showing:

AVOD activity is now reported within the new CTV media group.

In addition, Live Streaming Sports activity (subscription required) will also be reported in the CTV media group.

AVOD activity will shift from being reported in the TV media group to the new CTV media group.

The new Live Streaming Sports media properties will be apparent.

You can see these changes apparent in the following sections on the Home Page:

Account Watch by Property/Market

Account Trend

AVOD activity is now reported in the new CTV media group.

Live Streaming Sports activity (subscription required) will also be reported in the CTV media group.

Live Streaming Sports will appear as a new Media.

Live Streaming Sports will include new Media Properties.

The Advertiser Review and Category Review sections will include a new CTV media focus.

AVOD activity will shift from being reported in TV to a new CTV media type.

The new Live Streaming Sports media type will now be available and reported in the CTV media as well.

AVOD activity (formerly under TV focus) is now reported in the new CTV media focus tab.

Live Streaming Sports activity (subscription required) will also be apparent in the new CTV media focus tab.

A few small changes have been implemented to account for Daypart and Program information not being available for AVOD.

Prior to the Live Streaming Sports release, the Reviews would show “Undefined” daypart activity and “Unknown” program activity for AVOD activity.

That information is now removed and footnoted.

Property Review pages can now be accessed for any new media properties included under the new Live Streaming Sports media type (subscription required).

AVOD activity will shift from being reported in the TV media group to the new CTV media group.

Reporting impact is only applicable if the Media Group “Sort” is included in an Explore Report Spec. Otherwise, AVOD data will just continue to flow in to report output as usual.

Prior to AVOD media type shift.

After AVOD media type shift.

Live Streaming Sports is reported in the CTV media group if the Media Group/Media “sorts” are included.

The existing TV Schedule Column Type has been updated to TV/CTV Schedule.

Live Streaming Sports activity can be included in this report along with linear TV.

Please Note:

All media-based filtering controls will now include a new CTV media group option.

You can expand the CTV media group to see and select either AVOD and/or Live Streaming Sports (subscription required).

Explore reports can be configured to include a Sports League/Event Sort.

This sort is specific to the new Live Streaming Sports media type.

If included along with the Live Streaming Sports media type, report outputs will include a column that defines the League/Event applicable to the included metrics.

Explore reports can be configured to include a Sports League/Event filter.

This filter can be found in the newly renamed TV/CTV/Radio options within the Media/Markets configuration tab.

These new filters can be used to limit Explore Results to just a specific sports league/event(s).

Example:

Selecting National Football League will only include Live Streaming Sports activity for the NFL.

This can make it more efficient to narrow the scope of sports analysis vs. having to rely on selecting one or more “Programs” as exists today.

Please Note:

This filter is only applicable to Live Streaming Sports activity.

Linear regional sports network or other sports-based reporting will still need program-level filtering to narrow down on a specific sport.

This feature already exists today in Explore. This allows you to rollup and report individual media property information into a more holistic view.

With the addition of the new Live Streaming Sports medium, if you want to get an aggregated view of streaming applications like Netflix, Peacock, etc., across all CTV media, this feature will allow that aggregated view.

Example:

If you run an Explore Report on all available Netflix activity using the Property sort, each individual Netflix media property will report separately.

If you would rather report a single Netflix metric number for all CTV, you can configure the Explore report using the same Media/Market configuration as above, but simply select the Media Brand/Owner sorts.

This will produce an aggregated Netflix CTV result:

Please Note:

When rolling up CTV media properties to an aggregated “brand” view, it is suggested to use Media Ultimate Brands as the Explore Sort.

This level has the best balance of “brand” across the different CTV media properties.

This is especially relevant when trying to aggregate YouTube activity.

Because of our current media property brand rules, there are hundreds of YouTube media brands. However, they all report as YouTube when using Media Ultimate Brand.