Get To Know Connected TV’s Built-In Brand Safety
by Jaci Schreckengost
4 Min Read
Your destination for the latest CTV stats, trends, and insights.
2 Min Read
We all know that consumers have increasingly turned to streaming services to watch their favorite TV and movie content. But how (and where) are they accessing those platforms? A new study from Hub Research Entertainment reveals the data, finding that 25% of US households use Smart TV’s only, 14% use streaming media players (SMPs), and 44% use some combination of both.
Consumers are also using those smart TV’s and SMPs to search for their next show. The study found that 48% of households use their smart TV’s operating systems to search for TV shows and movies, while 52% tap into their streaming devices’ discovery functions to find content. However, these TV and SMP operating systems have some room for improvement, says David Tice, senior consultant of Hub, “The industry would benefit more from a better understanding of, and delivery on, overarching viewer needs-–universal search, single-point billing, unrestricted access to streaming services, etc.—regardless of device.”
When Everything Is TV, a Convergent Ad Strategy Is Necessary
As the media landscape continues to evolve, the world of TV is rapidly moving along with it. Compared to even a few years ago, consumers now have more avenues than ever for watching content, and the space is only getting more crowded.
Connected TV Creates a Halo Effect For Paid Search and Social
With the right partner, CTV can transform the TV screen from a brand awareness play to a targeted performance marketing tool. And the impact of CTV doesn’t stop there.
Has TV Ad Measurement’s Day of Reckoning Finally Arrived?
Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.
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