In this Beet.TV interview from the IAB NewFronts, Xumo President Marcien Jenckes explains why the connected TV home screen has become a critical engagement and discovery point for viewers and advertisers alike. He outlines Xumo&rsquo;s integrated approach to content, advertising, and personalization designed to simplify audience reach in a fragmented streaming landscape.

Marcien Jenckes: The Home Screen is Where 'Engagement Moments' Happen

Author: Eli Zang
Streaming TV is at an inflection point. The video landscape is becoming incredibly complex with new streaming and distribution models. As advertisers look for more efficiency, more incremental reach, and more brand impact from premium video, we showed how Xumo is helping simplify the path forward.
For those not able to attend, here&rsquo;s a recap of our NewFronts presentation.
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The Strength of Xumo&rsquo;s Scale&nbsp;
Xumo&rsquo;s story starts with scale, but more importantly, it&rsquo;s what that scale delivers. We reach viewers wherever they stream, from cable boxes to smart TVs to FAST Channels across leading TV platforms. No matter the entry point, viewers have one unified experience.
Xumo&rsquo;s momentum is accelerating across every part of the business. The platform currently reaches 60 million monthly active users, spans 12 million owned and operated devices, and has placements in more than 8,000 retail locations nationwide. That scale is translating into deeper engagement and stronger commercial traction with viewing hours on Xumo Play increasing 64% and its direct advertiser base growing 300% last year. Together, these metrics underscore Xumo&rsquo;s position as one of the fastest-growing platforms in America.
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Powering More Ways for Brands to Engage with Consumers
Xumo has the unique ability to integrate brand messages across true linear live experiences, on demand streaming, and FAST &ndash; allowing brands to connect with audiences from the moment a viewer powers on the TV through the moment they are fully immersed in the content they want to watch.
This includes home screen placements that create a powerful first impression, helping brands build presence earlier in the viewing journey and create a more connected experience. It also includes curated destinations and dedicated show pages where brands can gain deeper amplification alongside premium content. We also amplify brands&rsquo; messages directly into action through custom ad units across live and on-demand entertainment.
We also spotlighted new sports offerings built around major live moments including World Cup, NFL, NBA, college football, college basketball and more. Advertisers can own a moment beginning on the Xumo home screen, driving to a custom destination live throughout the season. Fans are connected directly with live games and highlights and recaps, which means brands own the entire journey.
Through our partnership with Comcast Advertising, Xumo can offer brands live in-game units allowing their messages to reach viewers at the peak of sports engagement. We can also find those sports audiences as they stream their favorite shows on Xumo Play &ndash; from tennis to soccer to pickleball.
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<img src="https://xumo-cms.directus.app/assets/3bfb4469-6dbf-4517-83b3-831656d0159a.jpeg?width=2096&amp;height=1179" alt="Powering More Ways for Brands to Engage With Consumers">
&nbsp;
Delivering Impact with Enhanced Data and Deeper Partnerships
Xumo&rsquo;s position in the CTV ecosystem as an operating system, device owner and a builder of live channels gives us access to data across multiple facets of the viewing experience.
Our identity platform combines information about users gathered through their device registration process, with data around their streaming patterns. That can be further enriched with information we know about them as their internet service provider and then matched to identifiers from leading third-party ID solutions &mdash; providing a rich mosaic of actionable audience data.
Additionally, during the presentation, we cited Innovid research of a national buy and full CTV mix that measured Xumo against every other CTV partner on the plan. We delivered higher unique reach using half the impressions. Where other platforms needed two impressions to reach someone new, Xumo did it in one.
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A Simpler Way Forward in Streaming
Streaming is only getting more complex for advertisers, but our message at NewFronts was that the buy does not have to be. By bringing together incremental reach, high-impact placements and stronger measurement, Xumo is making the case for a more unified way to show up across streaming.

Today, at the IAB 2026 NewFronts conference, Xumo Advertising had a clear and powerful message on stage: Brands need to stand out in the moments that matter most and Xumo is here to deliver &ndash; helping audiences stream smarter and enabling advertisers buy to more effectively.

Xumo at IAB NewFronts 2026: Reaching Viewers Wherever They Stream

Awards season moves fast. Nominations appear, conversations heat up, and there&rsquo;s a long list of acclaimed films you&rsquo;ve been meaning to watch. If you&rsquo;re wondering where to stream award-nominated movies and how to catch the big ceremonies, Xumo keeps everything easy to find.
With <a href="/products/xumo-stream-box">Xumo Stream Box</a> or <a href="/products/xumo-tv">Xumo TV</a>, you can subscribe to all the major streaming services right from your device and start watching without switching inputs or juggling remotes. Whether you&rsquo;re planning a weekend movie marathon or a quick catch-up before the Oscars, all your streaming options live in one place.
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Where to Watch the Oscars
The 98th Academy Awards air live on ABC and stream on Hulu for subscribers.
If you subscribe to Hulu through your Xumo device, you can watch the Oscars live without switching inputs or devices. Just open the Hulu app from your home screen and tune in when the ceremony begins.
Planning to watch the red carpet coverage first? ABC and Hulu offer pre-show programming, so you can catch arrivals, interviews, and behind-the-scenes moments before the awards begin.
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Key Awards Dates to Know
<ul>
<li>February 27&ndash;28: ACE Eddie Awards and <a href="https://producersguild.org/2026-pga-awards-motion-pictures-and-television-categories-nominees/" target="_blank" rel="noopener">PGA Awards</a></li>
<li>March 1: <a href="https://www.actorawards.org/" target="_blank" rel="noopener">The Actor Awards</a> Presented by SAG-AFTRA (Netflix)</li>
<li>March 15: The 98th <a href="https://www.oscars.org/" target="_blank" rel="noopener">Academy Awards</a> (Oscars)</li>
</ul>
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Award-Nominated Movies Streaming Now&nbsp;
If you&rsquo;ve been behind on watching the latest films, don&rsquo;t worry. Xumo makes it easy to get caught up before the main events with some of your favorite streaming services like <a href="https://xumo.com/offer/max" target="_blank" rel="noopener">Max</a>, <a href="https://support.xumo.com/hc/en-us/articles/22512230615700-Peacock-app-on-Xumo-devices" target="_blank" rel="noopener">Peacock</a>, <a href="https://help.netflix.com/en/node/132591" target="_blank" rel="noopener">Netflix</a>, and <a href="https://www.xumo.com/offer/apple" target="_blank" rel="noopener">Apple TV+</a>. Whether you&rsquo;re planning a full weekend marathon or squeezing in a nominee before the ceremony, here&rsquo;s where to start.
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<img src="https://xumo-cms.directus.app/assets/572cde34-74d5-489b-90c2-2e3475dc3d4e.jpg?width=1920&amp;height=654" alt="Apps UI">
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A Must-Watch Drama
One Battle After Another &mdash; A sweeping ensemble drama praised for its performances and technical craftsmanship. It&rsquo;s one of the year&rsquo;s most talked-about contenders and has earned attention across multiple awards categories. (Available on Max when you subscribe through Xumo)
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Bold, Unexpected Storytelling
Bugonia &mdash; An offbeat, darkly funny sci-fi story that blends conspiracy, belief, and unexpected connection. It&rsquo;s the kind of nominee that lingers after the credits roll. (Peacock)
If you&rsquo;re subscribing to <a href="https://support.xumo.com/hc/en-us/articles/22512230615700-Peacock-app-on-Xumo-devices" target="_blank" rel="noopener">Peacock</a> through your Xumo device, eligible customers can receive promotional offers, including the current Peacock Premium deal available on select devices. It&rsquo;s a simple way to stream award contenders without juggling platforms.
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Big-Screen Energy at Home
F1 &mdash; A high-speed racing drama that pairs on-track intensity with personal rivalry and redemption. The film has earned recognition for both its production scale and its performances. (Apple TV+)
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Classic Stories Reimagined
Frankenstein &mdash; Guillermo del Toro&rsquo;s atmospheric take on the iconic novel delivers visual richness and strong performances, earning attention for its craft and direction. (Netflix)
Train Dreams &mdash; A quiet, character-driven historical drama praised for its emotional depth and understated storytelling. (Netflix)
<a href="https://help.netflix.com/en/node/132591" target="_blank" rel="noopener">Netflix</a> can be accessed directly on your Xumo device. Just say &ldquo;Netflix&rdquo; into your Xumo voice remote to launch the app and start watching.
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A Genre Standout
Sinners &mdash; A genre-bending vampire thriller that surprised critics and audiences alike, leading nominations with bold storytelling and strong ensemble performances. (Max)
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Finding More Awards-Worthy Picks on Xumo Play
As Oscars night approaches, don&rsquo;t miss &ldquo;On the Red Carpet at the Oscars,&rdquo; capturing every star arrival at the Dolby Theatre &mdash; with the pre‑show streaming on the <a href="https://play.xumo.com/live-guide/abc-news-live" target="_blank" rel="noopener">ABC News Live</a> channel starting at 3:30 PM ET on Xumo Play.
Xumo Play is a great place to explore films featuring nominated actors, directors, and behind‑the‑scenes production talent. You&rsquo;ll find curated collections, related films, and hidden gems that make perfect pre‑Oscars viewing while you count down to the ceremony.
And because Xumo Play is free and built right into your device, you can dive in anytime &mdash; no sign‑ups, no extra apps, just instant access to award‑worthy entertainment.
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Tips for Binge-Watching During Awards Season
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<img src="https://xumo-cms.directus.app/assets/8a3077ca-c905-441e-abdc-bad203e11ec5.webp?width=1920&amp;height=1280" alt="Couple Watching TV">
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If you&rsquo;re planning a pre-Oscars watch list, a little strategy helps:
<ul>
<li>Start with Best Picture contenders and work outward to supporting categories.</li>
<li>Group movies by service to reduce app switching.</li>
<li>Use your Xumo voice remote to jump straight into the title you want.</li>
</ul>
Awards season is about celebrating storytelling at its best. With Xumo, finding where to stream those stories stays simple. Xumo makes it easy.
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Looking for More?
Catch behind-the-scenes features, interviews, and <a href="https://play.xumo.com/">awards show highlights on Xumo Play</a>.

From the SAG Actor Awards to the Oscars, find where to stream award-nominated movies and shows. See what&rsquo;s streaming now and how to subscribe through Xumo.

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The Home Screen is Where 'Engagement Moments' Happen

Reaching Viewers Wherever They Stream

What to Watch and Where on Xumo