Connected TV

US Residents Spend 80 Minutes Per Day Watching Streaming

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US Residents Spend 80 Minutes Per Day Watching Streaming

3 Min Read

It’s common knowledge at this point that Connected TV devices have been growing in popularity among consumers. According to research from eMarketer, around two-thirds of the US population are now monthly CTV users. This user base is spread out among their reported age groups, though younger viewers are more likely to use Connected TV—80% of consumers aged 25-54 reported they watch content on Connected TV, as opposed to 40% of seniors. And the time spent watching streaming on Connected TV has also increased. In 2021, US consumers spent 80 minutes per day with subscription CTV video (up 8.7% over the previous year).

Last year saw a similar increase in programmatic transactions through Connected TV. eMarketer found that 7 in 10 CTV ad dollars were transacted or fulfilled programmatically in 2021, which equates to around $10.29 billion. This increase led to Connected TV ad spend accounting for about one-tenth of total US display programmatic spending. And advertisers are continuing to invest in programmatic—54% of advertisers said they were increasing their programmatic CTV investments in 2021, while just 7% would decrease programmatic ad spend. There are a number of reasons for this increase, including easier campaign targeting and better pricing, and ultimately it looks like advertisers will continue to be hopeful about programmatic’s role in CTV advertising’s future.

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