OTT Targeting: 8 Best Ways to Reach Your Audience
by Cat Hausler
5 Min Read
Your destination for the latest CTV stats, trends, and insights.
2 Min Read
According to new research from Leichtman Research Group, 87% of US TV households have at least one Connected TV device. These can range from Smart TVs and streaming devices (such as Roku and Amazon Fire TV), to video game consoles and internet connected Blu-ray players. This figure is up from the 80% of households with CTV connected devices in 2020, and the 69% in 2017 and 38% in 2012.
Many of these users are also using their CTV devices on a daily basis. The study found that 46% of adults watch video on a TV via a connected device daily—compared to the 40% in 2020. And while younger viewers are more likely to watch daily (62% of adults aged 18-34), 55% of those ages 35-55 and 24% of 55+ also consume CTV content every day. Ultimately, according to Bruce Leichtman, president and principal analyst for Leichtman Research Group, “Along with this increase in the number of devices, the percent of adults in the U.S. using these connected devices to watch video on a TV each day has significantly increased – growing from twenty-five to forty-six percent – in the past five years.”
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