49% of American Households Watch CTV Every Day

0 Min Read

Watching more streaming TV than ever? According to a recent survey conducted by Leichtman Research Group, you’re not alone. Nearly half (49%) of American TV households now watch CTV on a daily basis—up from 39% in 2021. This rise in use of Connected TV is particularly prominent among younger viewers, with 63% of individuals aged 18 to 34 engaging in daily CTV consumption, compared to 58% of those aged 35 to 54. And on the upper end of the age bracket, only 27% of individuals aged 55 and older partake in daily CTV viewing.

One reason for that rise: the proliferation of internet-connected TV devices in American households. The survey found 88% of households own at least one such device, ranging from Smart TVs (which are in 74% of TV households) to stand-alone streaming devices and gaming consoles. And more than two-thirds of households (67%) report owning more than one CTV device. With so many ways to view CTV content, it’s no wonder that more and more of us are streaming daily.

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