Hyperlocal advertisers will increasingly use CTV, powered by AI tools to optimize campaigns, enabling geographically targeted ads and rapid testing with AI-driven adjustments.

Roku positions 2026 as a year of deeper personalization, more prevalent advertising, and growing creator involvement in the CTV ecosystem, with meaningful implications for both viewers and advertisers.

Personalized TV advertising is set to advance, with viewers more likely to see product recommendations on the Roku Home Screen or inside apps such as The Roku Channel and Tubi.

Advertising will become pervasive across streaming, with Roku estimating that up to 96% of Roku TV OS streamers will encounter video ads and a rise in ad-supported FAST options.

More content creators are expected to migrate to CTV, leveraging licensing and ads, with a potential new creator tab on platforms and enhanced creator-focused features on Roku surfaces.

CTV advertising is forecast to surpass search and social in importance for marketers, helped by AI’s impact on content discovery and ad budget allocation.

Roku predicts 2026 will bring highly personalized viewing experiences driven by AI, shortening the time to press play and extending personalization across platforms and apps.