Interactive CTV Goes Global: BrightLine’s European Expansion Signals What’s Next

We’re excited to announce that we have been engaged by Paramount’s International Ad Sales team as their preferred partner for interactive ad technology. This marks the launch of BrightLine’s first interactive campaign in Europe and is a major step in our global expansion, adding to our growing list of markets.

To date, BrightLine interactive campaigns have launched in:

• Europe: Austria, Germany, Switzerland, UK (France launching in the spring)

• APAC: Australia  

• North America: Canada, Mexico

• Latin America: Peru, Chile, Brazil, Guatemala, and several others

This expansion reflects a broader trend. Global demand for interactive CTV has risen 40% year over year, driven by several reasons:

1) The world – not just the U.S. – is rapidly shifting from traditional broadcast to streaming.

Streaming now accounts for 60% of all viewing time in the U.S., and that share continues to grow weekly. At the same time, ad-supported models have become the default, with more than half of viewers choosing them as lower-cost options. CTV gives advertisers unprecedented reach, along with powerful new tools to engage audiences more deeply than ever before.

This momentum is echoed internationally as well. CTV ad views in Europe grew 31% year-over-year in the first half of 2025. And just as in the U.S., demand for high-performing, measurable ad formats is accelerating.

Interactive and performance-based advertising is quickly becoming the de facto model for modern streaming monetization worldwide.

2) Engagement drives better outcomes.

Engagement remains one of the most powerful signals of advertising effectiveness.

BrightLine’s remote-control interactivity generates 125x more engagement than QR codes, and has been proven to lead to a 36% increase in unaided brand recall. The format is native, in-stream, and requires no second screen, which keeps viewers locked in the moment.  

As President Rob Aksman explained in The Current when discussing the rise of interactive formats globally:

“[Advertisers] are now looking at click metrics. Those interaction rates are giving them real-time feedback on how their campaign is performing, and that’s been a driver globally for why we see further adoption and repeat. In a sense, it’s a gauge of attention. If more people are clicking, there’s no better signal that someone’s actually looking at the screen than someone responding on it.”

3) The technical infrastructure already exists.

Scaling interactive CTV globally isn’t a technical challenge because the infrastructure is already in place. BrightLine’s SDK is integrated across the majority of the U.S. streaming ecosystem, and many of our partners have extensive international distribution.

For example, our partnership with Warner Bros. Discovery includes integration with HBO Max. Anywhere the app is installed globally, BrightLine interactive experiences can potentially run. The opportunity lies in activating these markets, as each region has its own approach to packaging formats and working with advertisers.

4. Creative is becoming easier to scale, especially with AI

Another key factor for global growth is creative production. BrightLine’s self-serve platform StreamLine enables streaming partners and advertisers to build interactive campaigns independently, dramatically reducing time to launch.

With an upcoming agentic AI platform, campaigns will become even easier to localize and scale globally — allowing advertisers to quickly adapt creative across languages and markets.

As streaming becomes the dominant global viewing environment, advertisers are increasingly looking for formats that deliver both scale and measurable engagement. BrightLine’s expansion into Europe marks an important step in that evolution. Interactive CTV is no longer a niche capability — it’s becoming a global standard for how brands connect with audiences on the biggest screen in the home.