RESEARCH

82% of US Households have at least 1 CTV device.

 

55% are stand-alone devices such as a Roku or Fire TV.

 

The mean number of devices per household is 4.1

Source Leichtman Research Group (LRG) April-May 2021 

 

82% of US HH have a least CTV device

All Age Groups watch CTV

60% of adults watch weekly

54% of adults ages 18-34 view CTV daily

43% of those ages 35-54 view CTV daily

22% of adults 55+ view CTV daily 


Source Leichtman Research Group (LRG) April-May 2021

All Age Groups watch CTV

2021 Emmy awards ruled by Streaming.

Shows with the most nominations 7 of 10 are Sreaming only. Broadcast and cable programming up for only a few awards.

https://bit.ly/3hSoYAB

2021 Emmy awards Streaming prevails superior. 7 out of 10 most nominated shows are streaming

Time Spent Streaming continues to increase. It is not just about fantastic content. Consumers also like that            Streaming | CTV | OTT is easy to use, there is plenty to watch, the quality is good. 

https://bit.ly/3z8KMxI

Growth of CTV | OTT is not just about great content. Consumers also like the user expierence, the varity, and the quality

Research from Conviva indicates           Q1 2021 Time Spent Streaming             up 36% 

 https://bit.ly/3kC39H7

Q1 2021 Time Spent Streaming up 36%   ​

According to The PEW Research center, cable and satellite penetration is down to 56% as of Feb 2021. People have not stopped watching, they have just changed how & who they watch. Rather than target traditional age, gender, & programs, Advertisers can now target purchase intent, interest, income, lifestyle and more. 

 

https://pewrsr.ch/3iaeU4S

Cable & Satellite penetration at 56% Febuary 2021 According to the Pew Research Center

Millions of people are watching Free    Ad-Supported Streaming Services (FAST). According to eMarketer Roku, Pluto, and Tubi dominate. 

Millions of people are watching Free    Ad-Supported Streaming Services (FAST). According to eMarketer Roku, Pluto, and Tubi dominate. 

According to a Dec 2020 study, 72% of brands and agencies now say CTV more effective than linear TV. Full article here https://bit.ly/2Q3prVm

72% of brands and agencies now say CTV more effective than linear TV

CTV | OTT | Streaming has become the default choice for TV Viewing.

 No wonder why large media companies are in a frenzy to change

More time with OTT.jpg

CTV reaches all demos… not for just 20 somethings 

CTV | Streaming reaches all demos. CTV Streaming viewers match the geneeral population

CTV AD spend grew by 27% in 2020

CTV Spend is forecasted to grow by 40% in 2021 . Eventually, Most | All media will be streamed. Marketers are starting to purchase video the way their consumers purchase it.

CTV AD spend grew by 27% in 2020  CTV Spend is forecasted to grow by 40% in 2021

80% of CTV viewers reported watching at least some ad-supported CTV programming.

 

When asked, "Are you more likely to choose the free ad-supported or pay for an ad-free experience? 60% said they were more likely to choose the free version with ads. 

 

58% reported generally positive attitudes about ads based on ads making it possible for them to watch free content, being entertained by ads, and ads providing information about brands they’re interested in and informing their purchase decisions. 

80% of CTV viewers reported watching at least some ad-supported CTV programming.

Free Ad-Supported Streaming Services (FAST) keep Growing. Pluto, Roku Channel, Tubi lead the pack.

Free Ad-Supported Streaming Services (FAST) keep Growing. Pluto, Roku Channel, Tubi lead the pack.

Streamers tend to be younger, better educated, more diverse, with higher income and children in the house.

Streamers tend to be younger, better educated, more diverse, with higher income and children in the house.

According to a November 2020 poll from the Interactive Advertising Bureau (IAB), 60% of US advertisers planned to shift ad dollars from linear TV to either CTV or OTT in 2021. Among those planning to do this, 81% cited targeting and efficiency as a reason, while 55% pointed to incremental reach.

According to a November 2020 poll from the Interactive Advertising Bureau (IAB), 60% of US advertisers planned to shift ad dollars from linear TV to CTV
CTV & OTT close but not the same CTV

CTV & OTT close but not the same

CTV & OTT close but not the same OTT

CTV– A TV that is connected to the Internet through either its built-in Smart TV interface or another device like a Roku, or Fire TV stick. CTV Advertising only runs on the glass of your Television. It is 100% full Screen, Long Form*, and  Non-Skippable

OTT- Over The Top is video content delivered over the top of cable, satellite, and broadcast TV systems. That content can be delivered to your TV, but also to your smartphone, tablet or computer. Content on smartphone, tablet & computer may not be full screen or even in view due to multiple screen options.

CTV advertising is effective. According to an OpenX study, 72% of viewers recalled seeing an ad and 40% have paused content to purchase or learn more about a product. Full IAB report here https://bit.ly/3uGYcPcntioned in an ad

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Over 97 million homes that have connected TV device. CTV continues to grow because devices are easy to use and inexpensive. It is hard to find non-smart TV these days. Full IAB report here https://bit.ly/3uGYcPc

Connected TV penetration by device

Viewing hours on CTV continues to grow. The average HH has 3 connected devices. Smart TVs have the highest device penetration but Roku dominates viewing hours. Full IAB report here https://bit.ly/3uGYcPc

Share of CTV Viewing Hours by platform. g