CTV/OTT Trends
All CTV advertising data points & infographics you need in one place
CTV Audiences Trends
How do viewers access CTV today?
- Streaming Devices
1.1 billion
“The global number of streaming devices and connected TVs in households has surpassed 1.1 billion. With so many people cutting the cord and turning to streaming services as their primary source for TV and entertainment, it’s not hard to see why.
Of those 1.1 billion devices, Samsung makes up the majority with 14% of devices in use. In second place is Sony with 12%, followed by LG with 8%, and Hisense, TCL, and Amazon Fire TV each with 5%. With such a wide range of brands and devices on the market, Samsung’s leading 14% is a pretty good-sized chunk of the market share.”
Source: CordCutterNews | Updated: September 2020
- CTV US
Programmatic CTV Ad Spend Doubles In 2020
As more consumers migrate from traditional TV to streaming & OTT services, marketers are increasing their advertising budgets and this report highlights some key numbers illustrating this trend.
The Trade Desk sees record spending as marketers leap to CTV
The Trade Desk saw gross spending on its platforms rise 34% year-on-year to $4.2 billion in 2020. Connected TV (CTV) was its fastest-growing channel. This post breaks down the most recent TTD earnings call and looks at the details around their rapid CTV growth.
Source: Marketing Drive 2021
2020 Connected TV Ad Spend Supply Trends Report
The report from Pixalate analyzes the state of programmatic CTV advertising and provides a deep dive into programmatic CTV ad spend trends by global region. It also provides some really insightful insights around the detection & prevention of CTV ad fraud.
The trend of US consumers seeking AVOD services continues as illustrated in this recent report. In fact, 1 in 3 US CTV users opt for Free V paid for services when streaming their TV content.
Source: Unruly Global CTV Research Published September 2020
- CTV in Europe
What does viewer ‘consent’ look like in CTV when it comes to data collection and how can streaming publishers extract & pass it to advertisers in a privacy compliant way? This is a really interesting read looking at one of the first ‘Consent Management Platforms’ to launch in the CTV space & how they will work.
Xandr Releases CTV Guide to Increase Advertiser Understanding
The European TV market is a fragmented one, however, as this research illustrates the trend to stream content continues to increase in popularity. It also illustrates Europeans are doing this via a number of fragmented devices & Apps.
● 50% of UK advertisers do not believe they are effectively reaching the right audiences compared to 35% in France, 37% in the US and 39% in Germany.
● 30% of UK advertisers say they are not effectively selecting the right media type to target audiences i.e. CTV or social media for campaigns
● More than half (52%) of UK marketers are not effectively optimising campaigns, compared to 35% in Germany and 37% in the US
● 43% of UK marketers say they are not delivering effective creative, compared to 30% in the US
● Almost half (45%) of UK advertisers do not believe they effectively select the right content type such as news or lifestyle compared to less than a third (31%) in France.
Source: Exchange Wire Jan 2021
Magnite Research Finds 7 in 10 Brits Prefer Streaming Services to Broadcast TV
The study of 10,500 consumers across the UK, France, Germany, Spain, and Italy, identifies how audiences are consuming TV and explores the opportunities for marketers as the shift to CTV accelerates and consumer behaviour evolves.
Key findings from the study include:
CTV’s active-viewing environment provides greater resonance for brand advertisers. 72% of EU5 respondents said they were highly receptive to advertising. An equal number of respondents (72%) took some action (search, recall, purchase, advocacy) after seeing an ad on CTV.
Across EU5 consumers, the current average monthly amount spent on subscription CTV services amounts to €28. On average, those surveyed said they would be willing to pay up to €36 a month for streaming services.
While sensitivity around consumer privacy is foremost for publishers, viewers want advertising that is relevant for them. When asked about the types of ads that are acceptable, 74% of EU5 respondents prefer contextual advertising that is related to the show they are watching, 71% will accept advertising related to their hobbies and interests, and 57% are okay with advertising related to online search.
Source: Exchange Wire 3rd March 2021
The UK CTV market is growing quickly, BVOD, SVOD & AVOD services are all competing for users attention & time. In this report, we can see what services UK viewers are actually engaging with the most.
Source: The IAB Europe Guide To Connected TV Published June 2020
Source: The IAB Europe Guide To Connected TV Published June 2020
Streaming Services
Dynamics behind the companies delivering CTV content
- TV vs CTV: data-driven television outpaces linear TV
76% of US Households have OTT Services vs 62% Cable TV
Source: MediaPost | June 2020
In the COVID-19 era, consumers are turning to streaming and Connected TV in bigger numbers than ever before.
Source The Trade Desk White-paper on CTV & AVOD Growth | Published May 2020
A CTV Checklist: How Can Streaming Publishers Increase Their Demand?
The numbers of users switching from traditional TV & SVOD services to AVOD is growing by the day, driven by subscription fatigue & content discovery. This checklist from Publica explains what CTV publishers can be doing today to ensure they can grow their share of advertising revenues tomorrow.
- Ad-Supported Streaming Growth Is Outpacing SVOD in the US
The dominant SVOD services are the destination of choice for many viewers. However, those that are streaming other services including AVOD are growing at a quicker rate than those tuning into paid for TV services.
| For more read 3 Reasons Why Advertising Based Models Are Winning Over Connected TV
Source Comscore State Of OTT Report | Published June 2020
Source VAN Report June 2020
- CTV numbers during COVID
85% of users likely to keep their subscriptions going forward
In this report into the US streaming market, Grabyo illustrate the strong position publishers of free streaming content are in when it comes to consumer adoption in 2020. They also take a look at the streaming habits created by the recent global lockdowns.
Source: Grabyo At Home CTV Trends (US) 2020
Advertisers
Ad Spent & Industry trends reflecting CTV evolutions
- CTV Ad Spent
$16 billion
Average CTV spend for the year is expected to reach $16MM per advertiser (+8% y/y)
More than half of buyers are shifting dollars from Broadcast (53%) and Cable TV (52%) advertising towards CTV
In terms of specific categories, retail, media/entertainment and telecom are the largest CTV buyers, spending $32.2 million, $31.9 million, and $20.6 million per advertiser, respectively.
Source: IAB US 2020 Digital Video | Updated: June 2020
- US overtakes China as home of AVOD, with spending to top US$53 billion by 2025
Digital TV Europe recently reported Global AVOD expenditure is predicted to double to more than $53bn by 2025, according to the latest findings from Digital TV Research, which also reported that China’s spending had dropped by 8.9% in 2019 as a result of its economic downturn.
Source: Digital TV Europe | Updated June 2020
- Investment priorities
CTV Has Crossed The Linear Frontier: Trade Desk’s Sims
In this video interview on Beet TV with the CRO from DSP The Trade Desk, Tim Sims, Sims says the pandemic in 2020 “accelerated a few years of change into about a nine-month period”, during which consumers embraced a new wave of ad-supported VOD services (AVODs).
Future of TV Report: January 2021
In 2020, the TV industry saw several years of disruption and innovation compressed into just a few short months. Nowhere was this more apparent than the television advertising arena, with a staggering 27 percent of consumers planning to cut the cord this year (up from 15 percent in 2020). This report from DSP The Trade Desk gets into the details.
Source The IAB US 2020 Video Ad Spend Report: Putting Covid Into Context | Updated: June 2020
As cord-cutting shifts the revenue model of media companies, the ad-supported streaming space is poised to take off — here are the key players brands need to be aware of, and how advertisers are working with them.
Source Business Insider. | Updated April 2020
CTV Tech Ecosystem
Mapping of key players
