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The deal follows a successful launch on Discovery+, and previous exposure in 13 countries, including the US, India, the Netherlands and Norway.

Danilo Almeida, his Head of Integration Engineering, maintains that for the consumer the "bring your own device" is a great convenience; however, he says that for operators it remains a challenge to integrate with the streaming platform.

A 67% of UK advertising professionals believe CTV is a more effective channel compared to linear TV, 68% say CTV provides excellent value for money and 68% say CTV reaches target audiences better than linear TV, according to Unruly.

This percentage is much higher than the growth of linear TV, which only registered 11% in the same year. Likewise, the country evidenced a strong development of connected televisions.

The platform accumulated 20% more views than it did in March 2020, with 82.5% of the views deriving from five streaming services. Its financial performance during the fourth quarter last year surged by 36% year-over-year to nearly $7 billion.