Why CTV is the MVP for Brands This Football Season
by Stephen Graveman
5 Min Read
Your destination for the latest CTV stats, trends, and insights.
3 Min Read
This year has seen an influx of consumers adding streaming subscriptions to their TV watching line up, and a new report has revealed that growth is projected to remain strong. In a recent whitepaper, Parks Associates revealed that the number of U.S. CTV services subscriptions are projected to reach 277 million in 2026, a 20% increase over this year’s 230 million. And, perhaps even more importantly, consumers are actually using these subscriptions all the time to watch their favorite shows – 92% of those surveyed report watching streaming video at least weekly.
As more streamers add subscription services to their streaming lineup, the number of Connected TV devices each household owns has also increased. In their “Benchmarking the Connected Consumer” study, TDG found that 85% of broadband households now use a CTV device (up roughly 25% from 2015). Most households responded that their CTV device was located in the living room, with that number reaching 83% in 2021. And consumers are still adding Connected TV to their bedrooms as well – 50% of respondents reported that they added a CTV device to their master bedrooms and 28% to second bedrooms. Ultimately, this news is especially important for marketers who want to know that their video ads will be shown on the big screen: advertising on Connected TV significantly increases brand awareness and engagement, and consumers are significantly more likely to engage with ads shown on their TV than on their mobile devices.
At-Home Time Spent Watching TV, Movies Up 4% In 1H, But Spending Down 1%
U.S. consumers’ reported time spent on watching TV shows and movies at home in the U.S. in 2021’s first half rose 4% year-over-year, to account for 30% of the total time spent on entertainment activities during the period.
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