US Households are watching less linear Prime Time Broadcast and Cable programs even during this pandemic. See article from Samba TV https://bit.ly/3fnVur7 .

They are not consuming less video, they have just shifted to CTV | OTT.

Now more than ever advertisers and marketers need to maximize the efficiency of their Video Messaging budgets. I am not suggesting to stop broadcast & cable, I am just evangelizing that CTV | OTT become an equal part of the mix.

With increased viewership, fantastic targetability, digital characteristics, and actionable analytics CTV | OTT is advertising that works,