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    Connected TV

    Nine Out of 10 U.S. CTV Viewers Watch Ad-Supported Content

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

    Nine Out of 10 U.S. CTV Viewers Watch Ad-Supported Content

    2 Min Read

    As consumer habits continue to change, one thing marketers can be sure of is that potential customers are always eager to find ways to reduce costs. And one of the ways they are doing so is by watching their favorite shows through free, ad-supported streaming services. According to a survey conducted by Statista for sell-side advertising platform Magnite, nine out of 10 U.S. Connected TV viewers report watching ad-supported content — up from four out of five just a year ago. And by utilizing data from eMarketer, Magnite estimates that there are 55 million CTV-only households in America, with 50 million households watching some ad-supported content. 

    This is especially important for marketers and brands looking to get their campaign messages in front of interested audiences. Connected TV advertising allows brands to combine the impact of television with the optimization and targeting that they are accustomed to through digital channels – and the Magnite survey found that 47% of Connected TV viewers are willing to share information to receive relevant ads (compared to 28% of traditional TV viewers). So with 80% of CTV viewers also more likely to pay attention to ads that are in line with their lifestyle and opinions, the targeting power of Connected TV becomes even more valuable for advertisers.

    Connected TV in the News

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    Roku is proving it’s still the biggest connected TV player out there, hitting 56.4 million active accounts in the third quarter of 2021. But Roku’s account growth has slowed notably throughout the year, from adding 5.2 million in the fourth quarter of 2020 to 1.3 million this quarter.

    Connected TV Advertising: Fragmentation or Farce?
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    Media buyers claim that “CTV is in shambles,” but is it really falling apart, or are advertisers going about it the wrong way?

    Consumers Want More Streaming in More Places
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    Although streaming Connected TV has become a reality for more consumers than ever before, viewers are optimistic about the increasing availability of streaming outside the home environment, according to a new survey.

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