Looper Insights and State of Streaming team up on CTV visibility coverage

Looper Insights and State of Streaming have partnered to publish recurring, data-backed analysis for streaming, advertising and media executives. The collaboration aims to clarify how connected TV home-screen placement shapes discovery, engagement and campaign performance across an increasingly crowded streaming market.

Why it matters: - Streaming discovery is increasingly decided before viewers press play, making home-screen placement a major factor in what gets watched. - The partnership adds more visibility data to an area many executives still struggle to measure: how prominently titles, apps and live events appear across connected TV interfaces. - Better measurement can help studios, streamers, broadcasters and rights holders compare performance, defend ad spend and compete for audience attention.

What happened: - Looper Insights partnered with State of Streaming to produce recurring editorial analysis for streaming, advertising and media executives. - The partnership was announced June 19, 2026, in London. - The first piece in the collaboration covered Looper Insights’ latest quarterly Streaming Shelf report. - That report examined how major sports properties performed across the connected TV home screen.

The details: - Looper Insights will contribute analysis based on its proprietary CTV visibility data. - The coverage will use Media Placement Value (MPV™) and $MPV™ to assess which titles, apps and live events win premium placement. - Future installments will focus on platform merchandising, live sports promotion, app visibility, tentpole campaigns and the fight for attention across streaming interfaces. - State of Streaming says the added data will deepen its editorial coverage of platform moves, ad tech shifts and distribution strategy. - State of Streaming reaches streaming, advertising and media professionals. - Its editorial products include The Terminal, a streaming intelligence dashboard, and The SOS. Brief, a daily newsletter. - More information is available on State of Streaming’s website. - More information is available on Looper Insights’ website. - Looper Insights says its MPV™ framework measures how visible a title, service or event is across the streaming user interface. - Looper Insights says $MPV™ assigns a dollar value to each placement based on location, size and platform value. - Looper Insights says pMPV™ estimates the impressions generated by that visibility. - Looper Insights says the combined framework helps teams forecast ROI, benchmark competitive presence and optimize for higher-impact placements. - Looper Insights says its customers include Amazon Prime Video, Disney, TNT, NBCU, ITVX and Ofcom. - Looper Insights says it tracks content across hundreds of connected TV devices in more than 25 countries. - Looper Insights’ products include the Sports Visibility Tracker and the AI Strategy Planner. - The Sports Visibility Tracker won TVBEurope’s Media & Entertainment: Best in Market Award. - The AI Strategy Planner was named a Top 20 Game-Changing Use of AI by Media Play News.

Between the lines: - The partnership signals growing demand for independent-looking measurement around streaming discovery and merchandising. - As live sports, FAST channels, premium originals and app-based viewing fragment across platforms, the connected TV home screen has become a more competitive advertising and distribution surface. - The move also positions State of Streaming as a home for analysis that translates platform visibility data into business language for executives. - Francesca Pezzoli, VP of Marketing at Looper Insights, said the collaboration gives the company a way to turn its data into actionable industry insight. - Tim Rowe, President and Editorial Director at State of Streaming, said Looper Insights gives its audience more transparency into advertiser value and viewer engagement.

What's next: - State of Streaming and Looper Insights plan to continue publishing analysis on merchandising, discovery and audience attention. - Upcoming coverage will examine how streaming services compete for premium placement across major platforms and devices. - The collaboration is likely to keep spotlighting how home-screen prominence affects engagement and campaign performance.

The bottom line: - The partnership turns Looper Insights’ CTV visibility data into a recurring editorial product for streaming decision-makers who want to know what gets seen first, and why that matters.