Today SpotX released its findings in a first-ever global connected TV (CTV) viewership report conducted by the advertising platform. The study surveyed 1500 adults to get a better idea of viewing habits and how well people respond to advertisements. This study, titled “CTV is For Everyone,” focused on viewers using a connected TV(like a Roku plugged into a Smart TV for example.)
The report shows that 60% of CTV viewers watch every day for an average of 3 hours daily. That’s up from just 46 minutes a day reported by Nielsen in 2018. Part of this substantial increase in viewing time might be because there is a growing amount of content widely available.
“Growth in CTV has accelerated in recent years, both in terms of adoption and viewership, driven primarily by consumer demand and the entrance of new streaming services into the market,” said Sean Buckley, Chief Operating Officer at SpotX. “With over three-quarters of US households now accessing CTV, advertisers are increasingly recognizing its power to efficiently and accurately reach target audiences at scale.”
SpotX’s study also revealed that four out of five streamers watch ad-supported content. In fact, 60% would choose to watch free content despite having to sit through ads rather than pay for an ad-free service.
The study proves that more people are choosing to opt into the idea of cord cutting because of its flexibility. Viewers like the variety that comes with content featured on streaming services. Price was the next reason people reported as their driving force, with 85% of respondents saying their streaming subscription service cost between $4 and $29 a month.
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