Connected TV 5 Min Read

20% of U.S. Won’t Watch Traditional TV by 2022

Written by Tim Edmundson

Cord Cutting Continues Unabated

More viewers are abandoning traditional television, and they’re headed to Connected TV. According to research from eMarketer, nearly 20% of the U.S. population will no longer subscribe to traditional pay television in the next couple years. CTV, meanwhile, is expected to have well over 200 million viewers by then. What’s more, 66% of those CTV viewers consume over half their total television content through streaming, meaning that even if they haven’t completely cut the cord, they’re watching more CTV than traditional.

This is bad news for advertisers used to leveraging traditional TV as a branding tool – but it’s great news for performance marketers. That’s because Connected TV has the targeting and analytics capabilities of digital performance channels. Advertisers can reach the right audience with a focused message, and compel them to convert. The more viewers making the migration to CTV, the better return advertisers can get on their ad investment on the channel.

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Why Are Some People Still Cord Cuddlers vs. Cord Cutters?

Older generations (i.e. “cord cuddlers”) are the last to jump on Connected TV – but that doesn’t they won’t stay away forever. 

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Disney is fast-tracking their subscriber number growth with a lucrative deal with Verizon, giving subscribers a year-long subscription. 

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