CTV will be in 115 million households by 2024 doubling traditional cable
I try to start off every day by doing 30+ minutes of research on CTV and streaming. I don't have one particular source that I think is the best, but I do have several that I consider go-to sources for up-to-date and relevant information.
One of my favorite sources is Insider Intelligence also known as eMarketer. I just read a good article from Insider Intelligence published April 17th 2023 that mirrors what I have read in other research studies.
Here is the summary, CTV households will be more than double traditional pay TV households by next year. According to the article, CTV will be in 115 million households by 2024 which is over 90% and in line with other research from Statista and Roku. CTV will also surpass Pay TV/Cable All time high penetration of 100 million households.
The shift from Traditional Pay TV / Cable to CTV has happened quickly. Here are a few reasons:
People are tired of their cable companies,
CTV offers more flexibility,
Unlimited content library of content,
Subscription services are great. You can find deep discounts and some are still free,
Connectivity and devices are affordable and user-friendly.
Full article here https://bit.ly/3N4sTKE