Research

TV and Cable budgets shifting to CTV. IAB poll from Nov 2020 indicates 60% of advertisers plan to shift some budget to CTV.

There is a lot to like about CTV Viewers: Younger, diverse, employed, better educated with children in the house.

Good to great, 2020 was a strong year of growth for CTV. 2021 will be a breakout year. Advertisers are starting to purchase advertising the way their best audience consumes it.

CTV always getting better for advertisers and viewers. Free AD- Supported CTV Networks  (FAST) growth has been turbocharged by the pandemic. Millions are now watching.

CTV reaching and influencing all age groups. The average age of TV viewer 60+, the average age of CTV viewer 45

CTV way past the tipping point. It is now the viewer's default choice of viewing

CTV viewers fine with AD's. They are 60% more likely to choose the free version with ads than pay for a subscription.    

CTV | OTT Ad-Supported Viewer Profile- Younger than linear TV 40% 38-53, more diverse, higher income, children in the home.

CTV | OTT HH will reach parity with pay HH. There are 97 million CTV | OTT HH compared to 89 million Cable Households.

The average HH has 3 connected devices. Smart TV's have the highest device penetration but Roku dominates viewing hours.

Engagement

high attention = high Intention

Comscore State of OTT June 2020. Traditional TV consumption increased at the onset of the COVID pandemic but by late April started to drift back to traditional viewing levels. 

Just like traditional TV,  CTV | OTT viewership skyrocketed during the COVID pandemic. Unlike TV, CTV | OTT is holding on to viewership gains in Households and Hours consumed.

Ad-Supported leads subscription-based CTV | OTT in total numbers and growth Jan to March 2020. Comscore OTT intelligence March 2020

CTV | OTT is mainstream. The Average home watches over 100 Hours per month. Comscore OTT intelligence March 2020

CTV |OTT penetration +333% Hard Wired Cable-25% over the last decade

Leichtman Research Group https://bit.ly/2Ci810s

CTV | OTT A 18-35 55% watch Daily, A 35-54 48% watch Daily  Leichtman Research Group June 2020  https://bit.ly/2Ci810s

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