CTV Households Will More Than Double Linear Households by 2024

2 Min Read

Connected TV currently has a greater share of households than linear did at its peak, according to a new report from eMarketer. And next year, the number of households with CTV will reach 115.1 million—bringing CTV households to more than double the number of traditional pay TV households. This shift is no doubt thanks to the subscription streaming service boom, which has brought more shows, movies, and even live sports than ever to CTV platforms. Ultimately, the research suggests that, for many consumers looking to watch TV content, linear is no longer a viable option.

The report also found that the devices viewers use to watch streaming content have changed over the years. 64% of broadband households now have a smart TV in their living room, and adult SVOD viewers spend half of their streaming TV time watching apps on smart TVs (an increase from 31% in 2015). Age also plays a role in how SVOD users partition their TV streaming, with only 39% of viewers aged 18-24 using smart TVs, compared to 53% of people aged 45 and above.

Connected TV in the News

Live TV Sports: Everyone Wants a Piece of the Action – No Matter How Small
MediaPost
How desperate are TV media companies to pick up what were once considered fringe sporting events? Perhaps we should factor in the stuff that stirs even the most timid: It’s live TV programming.

Too Many Cooks: How Consumers Deal With Streaming Fragmentation
MNTN Research
The past few years have seen the rise of many new streaming platforms, with every network and their mother joining the race to capture streaming audiences. Unfortunately, that’s left streaming viewers feeling a bit overwhelmed by the sheer number of options available.

Connected TV Ad Spending Leads the Way in Growth
eMarketer
Despite all the forecasts that trouble in the economy would spell bad news for digital ad targeting and measurement, marketers are still getting tremendous value out of their CTV ad investments.

Get the Latest Connected TV News, Right to Your Inbox

Want to get our Connected TV report sent directly your way? Just enter your email below and you’ll never be out of the CTV loop again.

Sign Up for the Connected TV Report

Subscribe to the report Apple, Amazon, NBC and more use to get their CTV news.