蘑菇AV

US adults spend 2 hours and 15 minutes (2:15) per day with CTV, an 8.3% increase YoY. But CTV is under indexing when it comes to advertiser spend, primarily due to a shortage of inventory and because what is available is expensive, said our analyst Yoram Wurmser.

By 2026, US adults will spend 20% of their daily media time with the various apps, streaming platforms, and entertainment services on CTVs. That will amount to 2 hours, 34 minutes (2:34) per day (up from 59 minutes in 2019). But only 8.1% of ad budgets will go to CTV by 2026. Read the full report, US Ad Spending vs. Time Spent 2024.

The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.

Connected TV (CTV) is the fastest-growing major ad format in the US, drawing strength from the migration of programming, viewers, and time spent to digital channels.

The average US streaming household accessed 5.4 streaming services in Q4 2022, up from 5.2 in Q3, per a January 2023 report by Kantar. The words of the profits. Numbering 222.2 million in 2023, sub OTT viewers will represent almost two-thirds of the US population. This high penetration level is one reason sub OTT viewer growth has trickled to low single digits and will continue easing through 2027.

Our own US CTV advertising forecast calls for 21.2% growth in ad spending this year, 13.2% in Canada, and 9.5% in the UK. Why it matters: This dramatic rise in CTV advertising is significantly altering advertising strategies and budgets. As consumers flock to streaming platforms, advertisers are following suit, viewing CTV as an ideal space to reach an engaged, targetable audience.

Paris Olympics drives record viewership: NBCU sees 82% increase, highlighting value for advertisers in live sports events.

In June, just 20.9% of US TV ad spending appeared in new programming, which was a 10-percentage-point drop over the previous month, per Guideline. A July poll by CivicScience found 59% of US adults were likely to watch reruns on network TV. With empty slots in its fall lineup, CBS is airing 鈥淵ellowstone,鈥� which originally premiered on cable sister-channel Paramount Network.