Marketers Channel a New Approach to Streaming TV

Lydia Daly of Paramount discusses how streaming media is changing marketing

By Jacqueline Lisk

Streaming programming is fast evolving and recently surpassed cable for the first time in the percentage of TV viewers. Media companies are responding in kind. Lydia Daly, SVP of audience impact and intelligence at Paramount, says the explosion of streaming services is changing the way people consume entertainment and constantly raising expectations that marketers must meet head-on.