Xumo at IAB NewFronts 2026: Reaching Viewers Wherever They Stream

Author: Eli Zang

Streaming TV is at an inflection point. The video landscape is becoming incredibly complex with new streaming and distribution models. As advertisers look for more efficiency, more incremental reach, and more brand impact from premium video, we showed how Xumo is helping simplify the path forward.

For those not able to attend, here’s a recap of our NewFronts presentation.

 

The Strength of Xumo’s Scale 

Xumo’s story starts with scale, but more importantly, it’s what that scale delivers. We reach viewers wherever they stream, from cable boxes to smart TVs to FAST Channels across leading TV platforms. No matter the entry point, viewers have one unified experience.

Xumo’s momentum is accelerating across every part of the business. The platform currently reaches 60 million monthly active users, spans 12 million owned and operated devices, and has placements in more than 8,000 retail locations nationwide. That scale is translating into deeper engagement and stronger commercial traction with viewing hours on Xumo Play increasing 64% and its direct advertiser base growing 300% last year. Together, these metrics underscore Xumo’s position as one of the fastest-growing platforms in America.

 

Powering More Ways for Brands to Engage with Consumers

Xumo has the unique ability to integrate brand messages across true linear live experiences, on demand streaming, and FAST – allowing brands to connect with audiences from the moment a viewer powers on the TV through the moment they are fully immersed in the content they want to watch.

This includes home screen placements that create a powerful first impression, helping brands build presence earlier in the viewing journey and create a more connected experience. It also includes curated destinations and dedicated show pages where brands can gain deeper amplification alongside premium content. We also amplify brands’ messages directly into action through custom ad units across live and on-demand entertainment.

We also spotlighted new sports offerings built around major live moments including World Cup, NFL, NBA, college football, college basketball and more. Advertisers can own a moment beginning on the Xumo home screen, driving to a custom destination live throughout the season. Fans are connected directly with live games and highlights and recaps, which means brands own the entire journey.

Through our partnership with Comcast Advertising, Xumo can offer brands live in-game units allowing their messages to reach viewers at the peak of sports engagement. We can also find those sports audiences as they stream their favorite shows on Xumo Play – from tennis to soccer to pickleball.

 

Delivering Impact with Enhanced Data and Deeper Partnerships

Xumo’s position in the CTV ecosystem as an operating system, device owner and a builder of live channels gives us access to data across multiple facets of the viewing experience.

Our identity platform combines information about users gathered through their device registration process, with data around their streaming patterns. That can be further enriched with information we know about them as their internet service provider and then matched to identifiers from leading third-party ID solutions — providing a rich mosaic of actionable audience data.

Additionally, during the presentation, we cited Innovid research of a national buy and full CTV mix that measured Xumo against every other CTV partner on the plan. We delivered higher unique reach using half the impressions. Where other platforms needed two impressions to reach someone new, Xumo did it in one.

 

A Simpler Way Forward in Streaming

Streaming is only getting more complex for advertisers, but our message at NewFronts was that the buy does not have to be. By bringing together incremental reach, high-impact placements and stronger measurement, Xumo is making the case for a more unified way to show up across streaming.