39% of Former Netflix Password Sharers Plan To Opt for the Ad-Supported Tier
by Frankie Karrer
2 Min Read
Your destination for the latest CTV stats, trends, and insights.
2 Min Read
Streaming services aren’t just the domain of the youths. A new study from DeepIntent and Roku found that 79% of adults aged 50+ are currently already streaming viewers, with 52% of them streaming more than last year. And a significant amount of those in this age group can only be reached on CTV—21% have forgone linear altogether and exclusively rely on streaming services. Most use an average of 4.1 streaming services, with popular platforms such as Netflix, Prime Video, and Hulu dominating their preferences.
The report also found that the older a viewer is, the higher their inclination is towards watching ad-supported content. 69% of people aged 60 to 69 years prefer to view ad-supported streaming in order to pay less for the content, compared to 55% of those aged 18 to 29 years. This rise in access to older generations through streaming has helped prompt an increased interest in CTV advertising from industries that typically target these audiences, as seen in a 59% surge in pharma ad spending on CTV.
The TV Industry Is Embracing Automation
Many of the discussions at the Programmatic IO conference in Las Vegas reflected the trends dominating ad tech news—and for discussions on Connected TV in particular, automation includes a much heavier focus on programmatic.
In a Wobbly Economy, Performance TV Is Stealing the Show
Upfronts and Newfronts season sets the tone for the rest of the year for TV advertisers. And this year, the big story is all about Connected TV.
YouTube Is Bringing 30-Second Unskippable Ads to TVs
The company said it will introduce 30-second unskippable ads on CTVs, which will replace the two, 15-second consecutive ads that run today when advertisers target top videos through the YouTube Select program.
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