According to Pixalate 94% of U.S. households reachable through CTV
September 30, 2022
According to Pixalate, 94% of U.S. households are reachable through CTV ads.
CTV Increases Reach
94% reach 2022
86% in 2021
59% in Q1 2020.
The Catalyst for consumer adoption includes the Covid-19 lockdowns & growing quality from FASTs & other premium apps like Peacock, HBO Max, Paramount +, Netflix (just added Ads 11/9/22) Disney+ (just added Ads 12/8/22).
I am on the lookout for research on Netflix and Disney, it should be interesting.
Roku devices dominate the CTV market with 44% share of ad spend. Samsung is next with 17% Amazon is in third with 12% CTV is one place where Apple lags with 9%
Keep in mind this is research from one source. CTV, Streaming, and OTT are growing so fast that I don't think any one source is correct. I always look at several reputable sources of information and average. Pixalate is a reputable source. Statista another reputable source, says 92% of US households were reachable by CTV programmatic advertising. THese two good sources are close.
Full article here