Navigating the Growing Connected TV Advertising Landscape
by Jaci Schreckengost
3 Min Read
Your destination for the latest CTV stats, trends, and insights.
2 Min Read
One of the trends from this year that is holding strong is the transition to streaming services by U.S. consumers. In fact, 84% of Americans report having subscription video-on-demand (SVOD) services, according to Deloitte’s Digital Media Trends Fall Pulse Survey that was released last week.
This is the same percentage as those who report spending more time on online entertainment activities and less on in-person, OOH entertainment, a number which has increased due to the constraints of the pandemic.
The survey also found that the average American household subscribes to four SVOD services, with a third of responders saying they watch more video on paid streaming video services than they were six months ago (64% report that they watch ad-supported services).
This is in part because of the reduced price point of ad-supported content, as many of the respondents said that they were actively managing the cost of their subscriptions by adopting ad-supported streaming apps and looking for discounts and bundles. So while the influx of streaming services over the past couple of years has led to increased “churn and return” behavior by some consumers, it looks like brands advertising on Connected TV can rest assured that their ads are still landing in front of the eyes of potential customers.
CTV is Exploding, but can Marketers Capitalize on its Promise?
Executives at Advertising Week spoke about the opportunity Connected TV presents despite persistent issues with fragmentation and measurement.
Who’s Your Audience?
Learn more about the range and depth of consumers available to advertisers running Connected TV campaigns, and to help identify the right (and sometimes unexpected) audiences that will deliver strong performance.
Hulu Leads in Ad Revenues Among CTV Players
Among CTV companies, Hulu will lead in US ad revenues in 2021 at $3.13 billion, up 44% over 2020. Hulu has previously been the top earner for ad revenues and will continue to hold that position through eMarketer’s 2023 forecast.
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