Connected TV 3 Min Read

Viewers Start with OTT | Weekly CTV Roundup

Written by Tim Edmundson

When Starting a TV Viewing Session, Nearly Half Start with Recorded or Connected TV Programming

Viewers First Priority is Connected TV

TV viewing habits are changing in almost every way. Viewers can watch what they want, when they want, and that has made appointment viewing a thing of the past. Instead, viewers are curating their own TV experiences with Connected TV.

People just aren’t starting their TV viewing sessions with Connected TV — they’re sticking with it. According to updated Nielsen numbers, the average adult viewer streams two and a half hours of OTT content per day. This gives brands plenty of opportunities to reach them with CTV advertising, which research has shown to provide dramatic lifts in both purchase intent (+67%) and brand favorability (+99% when paired with traditional TV ads).

Connected TV in the News

Connected TV Ad Spend Poised to Hit $8.2 Billion in 2018
Spending is expected to rise to $13.3 billion in 2019, and surge above $20 billion in 2020.

Television is Embracing Audience Segmentation as Addressable OTT Continues to Explode
According to Adobe Digital Insights’ Advertising Report, 74 percent of Americans believe TV commercials they see aren’t relevant to them. That’s about to change with CTV.

Hyperconnected Consumers Push OTT Ahead
Rapid TV News
Rising internet penetration, denser urban locations, and faster paced lifestyles are adding more complexity to people’s lives, and pushing them to the convenience of CTV.

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