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64% of CTV Viewers Prefer Ad-Supported Content To Save on Costs

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64% of CTV Viewers Prefer Ad-Supported Content To Save on Costs

2 Min Read

The last year has seen a rise in the number of consumers watching ad-supported Connected TV content. In fact, by 2024, eMarketer estimates those AVOD service subscribers will make up half of all internet users. And according to a new report from healthcare ad tech firm DeepIntent, there is a reason for that growth—64% of Connected TV viewers prefer watching ads over paying more for content. 

TV viewers are also more interested in the personalized ad experience available through Connected TV watching. The study found that 65% of their respondents believe that targeted ads improve their experience, and 57% of respondents believe CTV ads are more relevant than linear ones. Ultimately, according to John Mangano, SVP of analytics at DeepIntent, “What we’re finding is that the presence of advertising is welcomed when it comes to free content.”

Connected TV in the News

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U.S. upfront CTV ad spending will grow 34.6%, to reach $6.41 billion, this year—marking the first time that CTV will account for more than two-thirds of upfront digital video spend, projects Inside Intelligencer’s eMarketer.

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