It’s only early February but the industry has hit the ground running in 2026. From CES kicking off the year in early January to the IAB Annual Leadership Meeting this week, the pace of innovation has been nothing short of breakneck. Conversations across stages and side rooms made it clear that streaming advertising and technology are evolving in real time, at speed.

Xumo’s Lady Learned, VP, Business Operations & Planning, reflects on a record‑setting 2025 for Xumo Play, highlighting strong audience growth, deeper engagement, and expanding momentum across FAST. Learn how strategic distribution, differentiated content, and product innovation are positioning Xumo Play for continued success in the year ahead.

“We want to have the most direct path to demand,” Jerrold Son, Xumo’s VP of ad operations and integrations, told AdExchanger. And SPO “helps us grow our demand base” as programmatic buying becomes more popular in streaming environments, he added.

Direct supply path connection to Xumo’s premium streaming inventory gives advertisers more working media, less latency and clearer paths to performance

Xumo is tackling today’s fragmented video landscape by offering a more unified, intuitive way for viewers to access content across an increasingly cluttered ecosystem. Learn how Xumo is a leader in simplifying discovery and reducing the friction created by walled‑garden platforms.

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.

This new report explores why the home screen is becoming increasingly valuable real estate for advertisers, sharing considerations for how best to leverage them in a way that feels both seamless and novel to viewers, helping to drive results for their brand. 

Today, as viewing habits continue to shift toward streaming – especially FAST – holiday programming remains a powerful way for brands to connect with consumers in meaningful, memorable ways.

Discover how Xumo is shaping the next wave of entertainment experiences in this exclusive interview between Xumo's GM of Advertising Ying Wang and Rajeev Goel, Co-Founder & CEO, PubMatic. Ying discusses the strategies driving Xumo’s growth and her vision for the future of streaming.

TripleLift has expanded its programmatic Pause Ad solution by adding free streaming platforms Xumo and Plex, making it easier for brands to scale non-interruptive CTV ads. Xumo’s adoption of Pause Ads reflects a broader industry trend toward innovative ad formats that enhance viewer engagement without disrupting content.

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.

Sharp has launched its AQUOS QLED 4K Ultra HD Smart Xumo TV. Powered by the Xumo operating system, the TV delivers a seamless and intuitive entertainment experience by integrating effortless navigation, universal voice search, and access to hundreds of free streaming channels through Xumo Play.

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.

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

New 4K and HD models will feature Xumo TV’s intuitive discovery, voice search and hundreds of pre-loaded apps.

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.

Xumo’s Fern Feistel, Erik Bortz, and ad technology, X-AMS, all win top awards at top streaming TV industry event.

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.