What TV and Media Execs Really Think of CTV Advertising
by Stephen Graveman
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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 been increased due 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 costs of their subscription by adopting ad-supported streaming apps and looking for discounts and bundles. So while the influx of streaming services over the past couple 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.
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