The amazing rate of growth in CTV | Streaming makes it difficult to measure.
Instead of looking for an absolute accurate number we look at trends and reliable sources.
Two sources good sources are eMarketer/Insider Intelligence and the Leichtman Research Group. They publish regularly and are well respected. Here are some of their latest findings
By the end of 2023, less than 50% of US households will have a traditional pay TV subscription. The total number of pay TV households will drop to 65.1 million, a 4.8% decrease from 2022. Source Insider Intelligence 02/22
LRG Studies Q2 2022 - Found that the % of households with 1+ connected TV devices increased from 24% in 2010 to 38% in 2012, to 69% in 2017, to 87% in 2022. SourceLeichtman Research Group 2Q 2022
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