Pay TV and Cable Lost 5.8M Subscribers in 2022
by Frankie Karrer
3 Min Read
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It’s now easier than ever for advertisers to reach their target consumers through Connected TV. A new study from LG Ads Solutions found that 80% of consumers use ad-supported models of CTV. Not only that, but 67% actually preferred those models over subscription-based Connected TV services.
The survey also discovered that 30% of respondents said their household removed a paid CTV subscription in the last year, and 25% replaced it with a free ad-supported service. According to Tony Marlow, global chief marketing officer at LG Ads, this marks a shift in the way users are watching content on Connected TV, “Consumers are drifting away from some of their CTV subscriptions and increasingly preferring free content that is supported by ads.”
Netflix’s New Ad Tier Arrives Just in Time
Given the current state of the streaming market, Netflix’s foray into the ad-supported arena is a brilliant move that could light a much-needed fire under the stock.
The Rise of the ‘Micro Moment’ For B2B Brands And What This Means For CTV
Nowadays, it looks like “micro-moments” are gaining traction, as prospective customers do their due-diligence, including viewing detailed product specifications, comparisons and reviews.
Connected TVs Are the ‘New App Stores’ for Customized Viewing
Television audiences have more ways to see their favorite programming as internet connectivity expands beyond desktop computers and smartphones.
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