AN IN-DEPTH LOOK AT CONNECTED TV VIEWERSHIP IN THE US

CTV isn’t a short-lived tech trend, and it isn’t just for digital natives and millennial hipsters – CTV is for everyone. Aside from knowing that more and more people are tuning in, what do we really understand about viewership behavior? SpotX conducted consumer-based research to find out.

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Region:
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CTV viewership is richly diverse

Of US adults, 40% are CTV consumers. The audience is extremely diverse and includes all ages, ethnicities, socioeconomic backgrounds, and family compositions.

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MEDIAN AGE = 45

CTV VIEWER BREAKDOWN BY AGE



Time spent watching CTV rivals traditional TV

The average time spent streaming per day is now three hours – up from two years ago when daily averages were 46 minutes.

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CTV viewers watch ad-supported content

We see engagement across a diverse range of content genres, on-demand and live programming, and ad-free and ad-supported services.

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4 out of 5 CTV viewers watch ad-supported content



CTV Is for Everyone

US: The Evolution of CTV and Ad-Supported Content

EMEA: The Evolution of CTV and Ad-Supported Content

Who's Watching CTV?