Rakuten TV consolidates B2B division
September 9, 2025
Rakuten TV has announced a push to simplify CTV through the consolidation of its B2B division into ‘Rakuten TV Enterprise’, which represents the next phase of the company’s growth in its offer for business services.
As the ways people access and enjoy entertainment rapidly evolve, the television landscape has undergone a fundamental transformation. Behind the screen, the relationships between viewers, content creators, broadcasters, and advertisers have become increasingly complex.
In response, Rakuten TV has created Rakuten TV Enterprise, a suite of products and services to simplify CTV and streaming for agencies & advertisers, content owners, telco, TV operators and publishers. Rakuten TV Enterprise connects advertisers, content and audiences, and offers advanced advertising solutions (CTVision+), the creation and syndication of FAST channels, multi-platform app development and management of their monetisation.
Rakuten TV initially launched Rakuten TV Enterprise Services to address the needs of content owners, and this was soon expanded to include telcos and TV operators.
The latest strategic move consolidates all of Rakuten TV’s business-facing capabilities, including advertising, under one unified Rakuten TV Enterprise brand.
With an emphasis on transparency, trust, and measurability, Rakuten TV says this new advertising pillar encompasses the Enterprise Ad Sales division and will offer a streamlined, integrated approach that redefines how advertisers engage with CTV.
At the core of the Enterprise offer is CTVision+, a publisher collection that consolidates CTV inventory across Europe. CTVision+ delivers pan-European scale with local relevance by combining brand-safe environments, advanced audience targeting, transparent buying paths, and independent verification. It is designed to meet the needs of agencies and brands seeking simplicity in a fragmented ecosystem, enabling effective and scalable CTV campaigns with confidence.
Through this unified framework, Rakuten TV Enterprise says it is building a more open, accountable, and effective CTV advertising ecosystem, empowering brands to invest with greater confidence and control, while delivering better outcomes for all stakeholders.
Edouard Lauwick, SVP, Media, EMEA, Rakuten TV, commented: “The consolidation of advertising under the Rakuten TV Enterprise brand marks the kind of initiative that advertisers, publishers and content owners across Europe have been waiting for. By bringing together our combined expertise, scale, premium inventory and the best in CTV technology, we empower our partners to fully seize the opportunities created by the rapid growth of CTV.”