Premium video is one of those topics that keeps recurring; in an era where attention span is getting shorter and competition for audience engagement is fierce, the significance of high-quality video cannot be overstated. 

In our latest Media Talks conversation, we spoke to David Evans, VP, Insights, Global at NBCUniversal, to better understand what high-quality video experience means from a consumer stand point, why the concept of 'premium video' really matters for brands and how the emergence of new ad formats is bringing great excitement in CTV environments.