We’re entering a new chapter in connected TV and streaming where viewers are no longer just consumers — they’re curators of their own experiences. The TiVo Q4 2024 Video Trends Report offers a fresh look at what today’s audiences want: more control, less clutter and better ways to discover and engage with content.    What emerges from the data isn’t just a list of preferences — it’s a roadmap for advertisers and platforms. From how ads are delivered to where discovery happens, the viewing experience is evolving quickly. In this blog, we unpack four distinct trends shaping the way forward: smarter upfront advertising, the strategic role of the home screen and the nuanced future of interactive ads.   Trend 1: The rise of upfront ads   As streaming matures, so too do viewer expectations around advertising. The TiVo Q4 2024 Video Trends Report reveals a growing preference for upfront ads, with 67% of…