For years, certain streaming platforms have been off-limits, but that’s changing as the likes of Netflix, Disney+ and Prime Video, for example, expand into the advertising space, offering ad-supported tiers and new live sports offerings. However, their rivals are not staying silent and are debuting increasingly innovative and interactive formats.

The goal for all platforms, no matter their strategy, is to attract and retain more viewers. Scott Comstock, Senior Vice President, Peacock and Digital Advertising Strategy for NBCUniversal Advertising and Partnerships, Amy McDevitt, Sports Brand Partnership Lead for Amazon Ads, and Josh Mattison, SVP Revenue Management & Operations for Disney Advertising dissect the streaming ads space’s most dynamic evolution ever—and predictions to come.