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    Connected TV

    Cord-Free Viewership Will Outnumber Pay-TV by 2024

    Cord-Free Viewership Will Outnumber Pay-TV by 2024

    2 Min Read

    The scales are finally tipping towards a CTV-first world. According to a new report from eMarketer, the number of cord-cutters and cord-nevers will reach 138.1 million by 2024, overtaking the number of pay TV viewers for the first time. Pay TV viewership ultimately peaked in 2013, and ever since has been consistently dropping—by 2024, pay TV viewership will have fallen to 129.3 million in the US.

    Time spent watching Connected TV has also been on the rise. eMarketer found that daily time with connected devices (which includes devices like game consoles, CTV platforms, and Blu-ray players) will reach one hour and 47 minutes this year, and rise to almost two hours by 2024. The rise in consumer use has also attracted advertiser interest, and the gap between linear and CTV ad spend is closing. This year, eMarketer estimates that US advertisers will spend around $18.89 billion on CTV—a rise of 33.1% over 2021.

    Connected TV in the News

    How To Break Through The Noise And Win The Streaming Race
    The Drum
    With the combination of digital’s precision targeting and measurement along with the premium visual medium of TV, advertisers are eager to reach consumers across connected channels. ​

    Cannes You Dig It? An Analysis of 2022 Cannes Lions Winners
    MNTN Research
    This year’s Cannes Lions Festival of Creativity celebrated ads that prioritized empathy and authenticity in a dangerous time, and brands can learn a thing or two from the winning ad creative.

    Why Netflix Chose Microsoft for an ‘Upset’ Ad Tech Win
    Adweek
    In a plot twist fit for an episode of “Stranger Things,” Netflix chose Microsoft as an advertising partner to build the ad-supported version of the streaming service, leaving ad industry watchers slightly surprised.

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