Explore insights from Xumo's latest report on why the CTV home screen is prime real estate for advertisers - and how it’s shaping viewer choices in the streaming era.

At CES 2026, Xumo and Lionsgate announced a new, multiyear content deal that makes Xumo Play, Google TV Freeplay and Xumo-branded FAST channels the exclusive streaming homes for select Lionsgate films during their pay-1 window.

New solution brings together Xumo first-party data and third-party data solutions from TransUnion, The Trade Desk, and LiveRamp to enable privacy-first audience targeting and measurement for advertisers.

Este nuevo informe explora por qué la pantalla de inicio se está convirtiendo en un espacio cada vez más valioso para los anunciantes, compartiendo consideraciones sobre la mejor manera de aprovecharlo de una forma que resulte fluida y novedosa para los espectadores, ayudando a impulsar los resultados de su marca. 

Hoy en día, a medida que los hábitos de visionado siguen cambiando hacia el streaming – especialmente FAST – la programación navideña sigue siendo una forma poderosa de que las marcas conecten con los consumidores de forma significativa y memorable.

Descubre cómo Xumo está dando forma a la próxima ola de experiencias de entretenimiento en esta entrevista exclusiva entre la Directora General de Publicidad de Xumo, Ying Wang, y Rajeev Goel, Cofundador & Director General de PubMatic. Ying habla de las estrategias que impulsan el crecimiento de Xumo’y de su visión del futuro del streaming.

Over the past few years, the live sports ecosystem has undergone a seismic shift. Streaming platforms, social media, and creator-driven content have transformed how fans engage—and how brands show up.

Xumo's Jiro Egawa shares key takeaways from the OTTx Summit panel ‘The FAST and the Formidable.’ Explore insights on scale, data transparency, and personalization shaping the future of streaming.”

Xumo has partnered with NASCAR to deliver free, live, and on-demand racing content to fans through its ad-supported streaming platform, Xumo Play, which now features the NASCAR Channel. As a founding partner of the Chicago Street Race and a key player in NASCAR’s evolving media strategy, Xumo is helping expand access to the sport while engaging fans year-round.

At Advertising Week 2025, Xumo joined key industry players to explore how innovation, creative ad formats, and strategic partnerships are shaping the next chapter of streaming TV. The discussions revealed a future where streaming and traditional television converge through smarter technology and a shared focus on the viewer.

In today’s fragmented media landscape, sports programming remains one of the few genres that consistently captures audiences’ attention, loyalty, and real-time engagement.

Zales’ latest national campaign leveraged Xumo Play’s innovative Pause Ad format to deliver a 276% lift in QR code scans and directly attributable sales—proving that upper-funnel CTV activations can drive real performance. In partnership with WunderKIND Ads and Connect at Publicis Media, Xumo helped redefine what’s possible in ad-supported streaming. Click to read the full press release.

The 2025 NASCAR Awards will stream live on Nov. 4 at 6 p.m. ET exclusively on The NASCAR Channel, available for free on Xumo Play. The show will stream live from Scottsdale, Arizona, giving fans front-row access to the celebration of the season’s champions.

Law & Order fans can now stream Seasons 5–10 of the iconic series for free on Xumo Play, as part of NBCUniversal’s first-ever dedicated FAST channel launch.

Looking for what to watch this summer? Xumo Play offers hundreds of free shows and movies across every mood. No subscription or sign-in required.

Celebrate International Cat Day and National Dog Day with five pet-lover shows you can stream free on Xumo Play. No login or subscription required.

Bizaar Studios has launched the Bizaar FAST Channel, a 24/7 free streaming destination for adult animation now available on Xumo Play, offering a curated lineup of globally acclaimed anime, indie shorts, and animated documentaries. As a premier launch partner, Xumo Play expands access to Bizaar’s bold and distinctive content, reinforcing its commitment to delivering diverse, high-quality entertainment to viewers.

Featuring Over 200 Premium FAST Channels, Hisense Channels Starts Its Rollout on Hisense Smart TVs Today 

With Launch, Xumo’s Enterprise Business Powers Over 2,000 FAST Channels Across 30+ Global Platforms

In the U.S., Xumo Reaches Nearly All Connected TV Households Due in Part to Its Robust Enterprise Business, Giving Consumers Choice and Advertisers Scale

Xumo brought free, no-login streaming to NASCAR fans at EchoPark Speedway. See how racegoers experienced the new NASCAR Channel on Xumo.

Relive the 2025 NASCAR Chicago Street Race Weekend with race highlights, Zac Brown Band concert, a drone show, and Xumo’s fan-first streaming experience.

Bars and Restaurants Now Have Access to NFL Sunday Ticket and Peacock Sports Pass via the EverPass App, alongside Live TV on Xumo Stream Box for Business

Expanded Relationship Between America’s Test Kitchen and Xumo Features the Premiere of Multiple Series on ATK’s Cook’s Country Channel on Xumo Play

Sky has integrated six new FAST channels into the TV guide on Sky Glass and Sky Stream devices. By partnering with Xumo Enterprise to integrate the new channels into the guide experience, Sky can offer its customers a new way to discover and enjoy them alongside all their other favorite programming.

Creator TV, the first creator-led streaming network and content studio dedicated to bringing the authenticity and energy of social media storytelling to TV, has launched its FAST channel on Xumo Play.

At this year's StreamTV Show — the annual event that brings the industry together to drive the future of television forward — Xumo's Anthony Layser identified three emerging trends that dominated FAST discussions.

Xumo’s Streaming Devices and Services Make it Easy for Fans to Enjoy Nonstop NASCAR Action At the Track or On-the-Go

The evolution of consumer viewing habits has presented new challenges for the pay-TV industry. Some operators, especially small-to-midsize ones who may not have the resources or capital to adapt to the changing entertainment landscape, are shifting their focus solely to their broadband offering.

Collaboration Highlighted by Original Episodes and Unique Sponsorship Opportunities

Xumo Play Users Are 20% More Attentive During Ads Compared to the Industry Average

Today, U.S. households are spending nearly $70 a month across multiple streaming platforms, with the majority also paying for a traditional TV service. With economic concerns looming, many viewers are increasingly turning to free ad-supported streaming TV (FAST) services that offer a free and easy way to access live and on-demand content.