Roku and YouTube Are Battling for Your Precious TV Data

Connected TV advertising brought in $9 billion last year and is poised to grow as more viewers shift from cable to streaming.

Smart TV companies and streaming platforms track our viewing habits, spinning them into gold for retailers and politicians who want us to stream, shop, or vote a certain way. The market ballooned in the age of quarantine binge-watching. Now, a surprisingly public, surprisingly nasty spat between two key players, YouTube and Roku, offers a fascinating look at the billion-dollar market built on what we watch.

In early May, streaming provider Roku called YouTube parent Google an “unchecked monopolist,” after contract negotiations between the two broke down. The contract for

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