Streaming has given viewers more choice than ever—but also a lot more to sort through. Unified streaming brings live TV, on‑demand, and free content into one place, making it easier for audiences to find what they want and for marketers to turn that attention into meaningful, measurable results. “Unified Streaming: Unlocking Next-Gen Advertising” from Philo and Parks Associates unpacks how unified video platforms—anchored by streaming pay-TV—power next-generation ad formats, richer audience insights, and more sustainable growth strategies. It’s a data-backed guide for marketers who want to turn streaming complexity into an advantage for engagement, attribution, and ROI. Key insights include: Aggregation advantage: Unified platforms consolidate live, FAST, SVOD, and transactional viewing, simplifying discovery and creating longer, more measurable engagement sessions for advertisers. Ad-native audiences: vMVPD subscribers are more digitally savvy, more receptive to ads, and significantly more likely to use interactive features like click-to-learn and shoppable TV than non-vMVPD viewers. Lifestyle commerce: Lifestyle viewers over-index in mobile purchasing, with 77% buying via phone in 30 days, making lifestyle content a powerful environment for contextual, performance-driven campaigns. Meet ad‑ready viewers where they are. Download the report.