CTV provides a distinct platform that merges the influence of traditional television with the precision of digital targeting; enabling businesses to engage with their audiences spanning various business and consumer segments.
Get ready to dive into 30 CTV stats and facts that everyone should know!
- 54.4% of households are only reachable via CTV (eMarketer)
- 39% of consumers primarily watch sports via ad-supported CTV (The Trade Desk)
- 9/10 CTV viewers watch ad-supported content (Statista)
- 71% of CTV viewers use their mobile device to look up a company/product after seeing an ad (Nielsen)
- Four in 10 US senior citizens are CTV users (InsiderIntelligence)
- 76% of video buyers considered CTV a “must buy” in their media planning budgets (iab.com)
- Nearly half (49%) of American TV households now watch CTV on a daily basis—up from 39% in 2021. (Leichtman Research Group)
- 87% of US TV households have at least one Connected TV device. (Leichtman Research Group)
- CTV ad spending totaled $21.16 billion in 2022 and accounted for 6.1% of all media ad spending. (InsiderIntelligence)
- CTV ad spend has increased by nearly 400% since 2019. (eMarketer)
- Over a quarter of digital time is spent with a CTV (eMarketer)
- 23% of CTV viewers made a purchase after seeing an ad (Digiday) as opposed to linear TV’s 12%. (Magnite)
- 95% of CTV ads are viewed to completion (Statista)
- The average household accessed 5.4 different streaming services (Kantar)
- HP’s MediaSmart TV (SL3760) was the first smart TV ever developed in 2007. However, it was a French company, Fast France Advanced Systems that received the first patent for a smart TV in 1994 (Stallionzo)
- In 1998, a Hong Kong telecom firm spent $1.5 billion trying to make video-on-demand happen. iTV was so ahead of its time that it beat Netflix’s DVD service (Vice)
- Netflix’s first original streaming TV show was Lilyhammer, a Norwegian comedic crime drama starring Steven Van Zandt of The Sopranos fame. (Movieweb)
- A study conducted by ad tech company LoopMe found that nearly 95% of consumers understand how to scan QR codes and half of them (48%) are likely to scan QR codes that appear in relevant and engaging ads. (NextTV)
- Around 73% of Connected TV viewers prefer to watch free ad-supported content vs. paying for ad-free CTV content. (Statista)
- 81% of TV advertisers cite “targeting and efficiency” as the primary reason for shifting ad spend to CTV/OTT and moving away from linear / cable TV advertising.(Statista)
- In November of 2023 Netflix launched its own ad-supported plan, “Basic with Ads,” to subscribers in the U.S., the U.K., France, Germany, Italy, Australia, Japan, Korea and Brazil. (TechCrunch)
- According to Samba TV’s latest State of Viewership report, 1 in 3 U.S. users subscribe to free ad-supported TV streaming (FAST) services. (TechCrunch)
- Unlike TriAD, most CTV media sales organizations have $20,000 to $50,000 minimums. (AdExchanger)
- There are 210 Video Streaming Services businesses in the US as of 2023, an increase of 11.7% from 2022 (IBISWorld)
- The average American spends 3.1 hours per day streaming video (ForbesHome)
- The majority of TV viewers (57%) watch television in their living room (CIVICScience)
- Respondents to a CIVICScience survey say they are more likely to pay attention to TV ads compared to ads on any other medium, with online ads a close second. (CIVICScience)
- 98% of consumers now subscribe to at least one streaming media service, and 75% subscribe to two or more services. (Brightback)
- Connected TV ad spending will be the fastest-growing medium in the US this year, growing 21.2% to reach $25.09 billion (eMarketer)
- Nearly 80% of CTV viewing is shared, meaning two or more people are watching together at the same time (forbes)