The Future of TV Report: Connected TV and Linear TV Move Closer Together
Consumers are telling us that connected TV (CTV) is part of their daily lives. In fact, for a large majority of American viewers streaming has become the core means of ‘watching TV’ — as 80 percent of TV viewers say they watch either subscription services, ad-supported services, or virtual MVPDs (vMVPDs) weekly or more often.
Additionally, cord-cutting is no longer a trend among the young or tech-savvy, it’s quickly becoming a norm. As a result, advertisers are taking notice, adapting their strategies to include both connected TV and traditional linear TV.
Download The Future of TV Report: Connected TV and Linear TV Move Closer Together for more insights, including:
Younger consumers remain firmly at the leading edge of cord-cutting, as 60 percent of adults 18-34 report they do not subscribe to traditional cable services.
92 percent of advertisers view CTV ad performance as on par with — or even more effective than — linear TV.
70 percent of advertisers say their top priority for 2021 TV investments is linking video investments to business outcomes.
65 percent of U.S. adults 18–34 reportedly turn to streaming to get their sports fix.