The outsized prominence of American television, cinema and media has formed a bedrock of exportable entertainment for decades. In some markets, less than 10% of available CTV streaming media is local, so have things gone too far? This session covers the ‘Americanisation of CTV streaming media and advertising,’ the immediate outlook, and what is needed to course correct for local thriving media and advertising industries. This session will level set the CTV streaming video advertising landscape with a look at the impact of U.S. owned companies across key markets, backed up by new KPI metrics developed through Omdia's research to benchmark monetisation efficiency, value, and growth potential across the new TV landscape. After decades of counting impressions, new approaches to measuring success will be essential to leaving the right impression on the local TV industry before it's too late to change course.