The big shift to CTV continues. 9 in 10 US consumers use an internet-connected TV, and over half (56%) prefer to watch TV via streaming services over traditional TV, according to a research by LG Ad Solutions.
Consumers are cycling through subscription streaming apps and adding free ad-supported streaming (FAST) apps. 63% of CTV users are likely to sign up for a streaming subscription service to watch specific content and cancel/pause after watching. However, 7 in 10 CTV users prefer streaming free video content with ads instead of a paid subscription without ads, and 27% plan to add a FAST app in the next 12 months.
Consumers are Incorporating More Content Discovery into Viewing Sessions. CTV users spend nearly 12 minutes navigating to content (up from 5 minutes last year), likely a product of the abundance of content and apps consumers are navigating through.
They are also more immersed while viewing. CTV users are employing a more engaged approach to content discovery, as 2 in 5 of CTV users discover content via the TV home screen.