A streaming service that carries live linear channels over the internet: YouTube TV, Hulu + Live TV, Sling, Fubo, DirecTV Stream. vMVPDs sell some of the ad inventory in the channels they carry, and their impressions blur the line between linear and connected TV.
Related terms
Cite this entry:
Agency Echelon. "vMVPD." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/vmvpd/