About two-thirds of the US population are monthly connected TV (CTV) users, according to eMarketer’s latest report, which also revealed that young people are more likely to use CTV than older people. The researcher also discovered that 4 in 10 US senior citizens are CTV users — whereas CTV usage is about double that, more than 80%, among those ages 25 to 54.
By the end of 2021, US advertisers will spend $14.44 billion on CTV, an increase of 59.9% over 2020. Net ad revenues from Roku, YouTube, and Hulu will account for half of all CTV ad revenues this year in the United States.
At the same time, ad-free services like Netflix and Amazon Prime Video remain streaming juggernauts, but streaming video viewing is also increasing for services featuring advertising. In fact, ad-supported video-on-demand (AVOD) viewers represent close to half of all internet users in the United States, according to eMarketer.
“AVOD viewership is expanding because more media companies that own traditional TV networks are investing in streaming. Som examples are NBCUniversal’s Peacock, Fox’s Tubi, ViacomCBS’s Pluto TV and Paramount+, WarnerMedia’s HBO Max, and Discovery’s Discovery+,” the report concludes.