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30 Need-to-Know CTV Stats and Facts

Whether you're an experienced media buyer or just stepping into the world of digital marketing, staying updated is paramount in the constantly shifting realm of TV advertising. Over the past four years, Connected TV (CTV) viewership has skyrocketed; establishing itself as a central focus for advertisers aiming to make a substantial impact in their media strategies.

CTV provides a distinct platform that merges the influence of traditional television with the precision of digital targeting; enabling businesses to engage with their audiences spanning various business and consumer segments.

Get ready to dive into 30 CTV stats and facts that everyone should know!

  1. 54.4% of households are only reachable via CTV (eMarketer)
  2. 39% of consumers primarily watch sports via ad-supported CTV (The Trade Desk)
  3. 9/10 CTV viewers watch ad-supported content (Statista)
  4. 71% of CTV viewers use their mobile device to look up a company/product after seeing an ad (Nielsen)
  5. Four in 10 US senior citizens are CTV users (InsiderIntelligence)
  6. 76% of video buyers considered CTV a “must buy” in their media planning budgets (iab.com)
  7. Nearly half (49%) of American TV households now watch CTV on a daily basis—up from 39% in 2021. (Leichtman Research Group)
  8. 87% of US TV households have at least one Connected TV device. (Leichtman Research Group)
  9. CTV ad spending totaled $21.16 billion in 2022 and accounted for 6.1% of all media ad spending. (InsiderIntelligence)
  10. CTV ad spend has increased by nearly 400% since 2019. (eMarketer)
  11. Over a quarter of digital time is spent with a CTV (eMarketer)
  12. 23% of CTV viewers made a purchase after seeing an ad (Digiday) as opposed to linear TV’s 12%. (Magnite)
  13. 95% of CTV ads are viewed to completion (Statista)
  14. The average household accessed 5.4 different streaming services (Kantar)
  15. HP’s MediaSmart TV (SL3760) was the first smart TV ever developed in 2007. However, it was a French company, Fast France Advanced Systems that received the first patent for a smart TV in 1994 (Stallionzo)
  16. In 1998, a Hong Kong telecom firm spent $1.5 billion trying to make video-on-demand happen. iTV was so ahead of its time that it beat Netflix’s DVD service (Vice)
  17. Netflix’s first original streaming TV show was Lilyhammer, a Norwegian comedic crime drama starring Steven Van Zandt of The Sopranos fame. (Movieweb)
  18. A study conducted by ad tech company LoopMe found that nearly 95% of consumers understand how to scan QR codes and half of them (48%) are likely to scan QR codes that appear in relevant and engaging ads. (NextTV)
  19. Around 73% of Connected TV viewers prefer to watch free ad-supported content vs. paying for ad-free CTV content. (Statista)
  20. 81% of TV advertisers cite “targeting and efficiency” as the primary reason for shifting ad spend to CTV/OTT and moving away from linear / cable TV advertising.(Statista)
  21. In November of 2023 Netflix launched its own ad-supported plan, “Basic with Ads,” to subscribers in the U.S., the U.K., France, Germany, Italy, Australia, Japan, Korea and Brazil. (TechCrunch)
  22. According to Samba TV’s latest State of Viewership report, 1 in 3 U.S. users subscribe to free ad-supported TV streaming (FAST) services. (TechCrunch)
  23. Unlike TriAD, most CTV media sales organizations have $20,000 to $50,000 minimums. (AdExchanger)
  24. There are 210 Video Streaming Services businesses in the US as of 2023, an increase of 11.7% from 2022 (IBISWorld)
  25. The average American spends 3.1 hours per day streaming video (ForbesHome)
  26. The majority of TV viewers (57%) watch television in their living room (CIVICScience)
  27. Respondents to a CIVICScience survey say they are more likely to pay attention to TV ads compared to ads on any other medium, with online ads a close second. (CIVICScience)
  28.  98% of consumers now subscribe to at least one streaming media service, and 75% subscribe to two or more services. (Brightback)
  29. Connected TV ad spending will be the fastest-growing medium in the US this year, growing 21.2% to reach $25.09 billion (eMarketer)
  30. Nearly 80% of CTV viewing is shared, meaning two or more people are watching together at the same time (forbes)

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