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    Connected TV

    Americans are Watching More Streaming TV than Traditional Live TV

    Your destination for the latest CTV stats, trends, and insights.

    Americans are Watching More Streaming TV than Traditional Live TV

    2 Min Read

    The number of Americans who stream TV content has just surpassed the number who watch live TV through linear. According to Attest’s 2021 U.S. Media Consumption survey, 83% of consumers are watching their favorite shows through streaming, versus 81% through traditional TV. This data is backed up by a study from Hub, which found that 55% of consumers are more likely to turn to paid or free streaming services first, and only 39% turn first to linear. This is a huge jump over previous years, when pay-TV sources accounted for half of viewers’ total TV time. This year, that percent is down to around a third.

    Younger viewers are the primary force behind this shift in watching behavior according to Hub. While every age group has seen a decline in time spent on linear, currently just 11% of viewers age 18 to 34 tune in first to traditional channels. These viewers are also behind the recent decline in Netflix’s position as the go-to streaming service. Instead, younger TV watchers are turning to ad-supported streaming platforms, which often have a lower price point and a wider array of content to watch. Ultimately, brands looking to take advantage of this demographic of consumers should be finding them where they are – on Connected TV.

    Connected TV in the News

    Amazon Gets Smart in Shaking Up the Connected TV Landscape
    Adweek
    Amazon is already one of the dominant players in the connected TV space, with the Fire TV hitting 50 million monthly active users last year and its streaming sticks among the most popular on the market.

    Weird But True: iOS15 Email Updates May Push More to CTV Advertising
    MNTN
    Apple’s update muddies the waters for email marketing metrics, which means advertisers need to rethink their email strategies.

    Connected TVs Usher Era of Digital Advertising Experiences
    MarTech Series
    While the pandemic has certainly played a role in driving up consumer expectations, the rapid proliferation — and deep penetration — of Smart and Connected TVs in households around the world is a signal of the increasing demand for digital entertainment.

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