In an effort to quantify and show that value, the ISA enlisted measurement vendor iSpot to conduct a study in June that calculated aggregate reach of eight of the 10 independent streaming services. The results, released Wednesday, found a sizable number of households consume premium video programming from ISA members, with aggregate reach of nearly 18 million U.S. TV households, equaling nearly 15% of the country.

Comscore, iSpot and VideoAmp were among the companies invited by the JIC to submit requests for information (RFIs) to be evaluated, alongside Samba TV, Innovid, and 605. Nielsen was also invited but the incumbent measurement provider declined to participate in the OpenAP-led effort.

Vendor 605 was just acquired by iSpot and is no longer seeking JIC currency certification as an independent entity. 605 will support iSpot’s currency and certification efforts, as mentioned in the acquisition announcement, they work to integrate 605 data and identity solutions with iSpot into a single offering that utilizes “a unified data spine and technology infrastructure for all measurement and currency offerings.”

Brightline already counts work with major publishers, such as Warner Bros. Discovery, and has partnered with Samsung-competitor and smart TV maker Vizio in the U.S for interactive ads on its WatchFree+ FAST service.