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# YouTube leads CTV ad spend for fourth straight year, but M&A looms
- URL: https://fabric-media.ghost.io/youtube-leads-ctv-ad-spend-for-fourth-straight-year-but-m-a-looms/
- Published: 2026-09-01T20:40:28.000Z
- Updated: 2026-09-01T20:40:28.000Z
- Description: YouTube topped Modern Retail’s Q1 2026 survey of ad-supported streaming placements for a fourth consecutive year. The report, based on 125 brand and agency professionals, warns the CTV landscape faces major shifts over the next 12 months.
- Author: Fabric.Media Editorial
- Tags: Streaming, Catherine Wolf, Li Lu

*Signal from* [*modernretail.co*](https://modernretail.co/?ref=fabric-media.ghost.io) *·* [*Catherine Wolf*](https://fabric-media.ghost.io/tag/by-catherine-wolf/)*,* [*Li Lu*](https://fabric-media.ghost.io/tag/by-li-lu/) *·* [*read the original*](https://www.modernretail.co/marketing/modern-retail-research-marketers-navigate-a-changing-ctv-landscape/?ref=fabric-media.ghost.io)*.*