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T Ta ab bl le e
f f C C n n t t e en n t t s s Intr oduction
...................................................... 3
10
K e y
tak ea w a y s
............................................ 6
W ho
ar e
CTV
vie w ers ?
................................... 9
CTV
vie w er
beha viors
and
ad-support ed
pr ogr amming
................. 18
Pur chase
decisions
........................................ 22
V ie w er
habits
................................................. 23
Summary:
S tr eaming
is
mains tr eam
.......... 27
CTV
audienc e
snapshot
............................... 29
WH A T
IS
C ONNECTED
TV
AND
WHO
W A T CHES
IT?
C onnect ed
t ele vision
( CTV)
has been
c onsider ed
the ne w
kid
on
the block sinc e
its
emer genc e
as an
alt erna tiv e
t o
cable
and
a
w a y
f or c onsumers
t o
fr ee
themselv es
fr om length y
c ontr acts
.
C or d-cutting and
c or d-sha ving
ha v e
ac c eler a t ed
o v er
the pas t
c ouple
of
y ears and
c or d-ne v ers
(TV
vie w ers
who ha v e
ne v er
subscribed
t o
cable )
ha v e
c ontinued t o
join
the mo v ement
of
ac c es sing
t ele vision
thr ough s tr eaming
services
.
CTV
has no w
pr ogres sed be y ond
being
a
ne w
entr ant
t o
the mark et
. It ’ s
not
a
f ad
or
short-liv ed
t ech
tr end,
and
it
isn’t
jus t
f or
digital
na tiv es and
millennial
hips t ers
–
CTV
is
f or
e very one
.
V ie w ership
figur es
bear
this
out
.
Multiple
sour c es
indica t e
tha t
o v er thr ee-quart ers
of
TV
households
no w
ha v e
ac c es s
t o
CTV
( eMark et er) and
a t
leas t
half of
those
w a t ch
on
a
w eekly
basis
.
W e’ve
seen this
pla y out
thr ough
our
o wn
pla tf orm,
with
in ves tment
in
CTV
significantly incr easing as mor e
adv ertisers
r ec ogniz e
the pot ential t o
r each
a gr o wing
audienc e
.
T ha t ’ s
wh y
no w ,
as w e
ent er
the c onnect ed
decade ,
w e’r e
taking
a closer
look
a t
the s ta t e
of
CTV
vie w ership
beha vior
.
W e
hope
this
r eport
helps
y ou
bett er
unders tand
who’ s
tuning
int o
CTV and
wha t
the y’r e
w a t ching
.
Sean
Buckle y
COO ,
SpotX
CTV
HA S
REA CHED
CRITICAL
MA SS
In
20 18,
it
w as es tima t ed
tha t
32
million
households in
the US
w er e
non-pa y - TV
households
(households tha t
didn’t
pa y
f or
cable/ sa t ellit e )
.
T ha t
number has gr o wn
t o
48.9
million
in
2020
( eMark et er )
. During
tha t
same
timefr ame ,
CTV
households
ha v e gr o wn
fr om 60
million
t o
7 0
million
–
meaning
tha t those
s tr eaming-only households
no w
r epr esent o v er
a
thir d
of
all TV
households
in
America
– clearly demons tr a ting
the mas siv e
shift
a w a y
fr om tr aditional TV
t o
s tr eaming
.
WH A T
DO
WE
REAL L Y KNO W
ABOUT
CTV
VIEWERS ?
Aside
fr om the siz e
of
the audienc e ,
ho w
much
do w e
r eally know
about
CTV
vie w ership
beha vior?
T ha t ’ s
wha t
w e’ll
c o v er
in
this
r eport
.
SpotX c onduct ed
br oadscale ,
c onsumer-based
r esear ch t o
identify
the char act eris tics
of
CTV
vie w ers
and
c ont e xtualiz e
the audienc e
.
T he
findings
aim
t o
help adv ertisers
bett er
r each
c onsumers
thr ough
this efficient
and
engaging
medium
.
IN
THIS
REPORT ,
WE
UNC O VER
THE ANS WERS
T O
THE
F OLL O WING
QUES TIONS:
•
W ho
ar e
CTV
vie w ers ?
•
W hich
services
do
the y
subscribe
t o ?
•
W hen
ar e
the y
w a t ching?
•
Ho w
oft en
do
the y
w a t ch ?
•
Ho w
t oler ant
of
ads
ar e
the y ?
•
Ho w
do
the y
ac c es s
c ont ent?
•
W ho
do
the y
w a t ch
with ?
•
W ha t
do
the y
w a t ch ?
4
|
Intr oduction P A Y
TV
80
. 5MM
BO TH
21MM
CTV
7 0MM
O VER
THE
T OP
( O TT)
V S.
CTV
DEVICES
Desk t ops Laptops
Phones T ablets
h ttps://iabt echlab .c om/c t v -ott
HOW
WE
DEFINE
CTV
Befor e
w e
pr ogres s
an y
further ,
w e
w ant
t o
a v oid an y
c onfusion
b y
clearly defining
the t erm
“CTV
. ”
CTV
is
a
t ele vision
set
c onnect ed t o
the int ernet
thr ough
the built-in
capabilities of
a
smart
T V ,
or
thr ough
a
s tr eaming
de vic e
or
gaming
c onsole ,
tha t
enables
the vie wing
of
video c ont ent s tr eamed
on
a
lar ge
scr een
.
HERE’S
HOW
WE
DID
IT
Our
methodology w as simple
.
W e
ask ed
CTV vie w ers
a
series
of
ques tions
r egar ding their vie wing
habits
and
opinions
.
SpotX
c ommis sioned Mint el,
a
w orld-r eno wned
r esear ch
partner ,
t o c onduct
a
surv e y
of
1,500
CTV
vie w ers
aged
18+ who declar ed
tha t
the y
w a t ched
CTV
a t
leas t onc e
per month
.
T he
r esults
pr o vided
us
with
a na tionally
r epr esenta tiv e
CTV
vie w ership
sample
.
Surv e y
time
fr ame:
F ebruary 2020
C O VID- 19
A CKNO WLEDGMENT
T he
eff ects
of
the c or ona virus
pandemic
ha v e amplified and
ac c eler a t ed
the tr ansition
t o
CTV
as a w a y
f or
man y
Americans
t o
ac c es s
t ele vised
c ont ent, particularly
fr ee-t o- w a t ch,
ad-support ed
c ont ent
.
T he
findings
not ed
in
this
r eport
ar e
r eflectiv e
of
the moment in
time
immedia t ely
pr ec eding
C O VID- 19 and
so
w e
e xpect tha t
both the v olume and
the r egularity
of
these
findings
ha v e
only
c ontinued t o g r o w
.
•
S tr eaming
hours
ar e
up
–
the time
spent
b y e xis ting
CTV
users
has incr eased
and
is
fueling
the disc o very
of
ad-support ed
c ont ent ( Ro ku )
•
User
c ounts
ha v e
incr eased
–
ne w
users
ha v e migr a t ed
t o w ar ds
CTV
as households
ha v e e xplor ed
ne w
w a y s
t o
ac c es s
t ele vised
c ont ent thr ough
smart
TV s
and
s tr eaming
de vic es
( VIZIO )
5
|
Intr oduction CTV
Smart
TV s
S tr eaming
G aming
de vic es
c onsoles
1 10 0 K Ke ey y t ta ak ke ea a
a ay ys s
1.
SCALE
CTV
vie w ership
has achie v ed
critical
mas s,
as 40% of
US
adults
ar e
CTV
c onsumers
( es tima t ed
r each
is appro xima t ely
100
million
adults
18+)
.
2.
C OMPO SITION:
T he
audienc e
is
e xtr emely div erse
and
includes
all ages,
ethnicities,
socioec onomic
back gr ounds, and f amily
c ompositions
.
•
Our
pla tf orm
da ta
c onfirms
wha t
the r esear ch findings
sho w
.
T he
age
br eak do wn
of
SpotX
CTV vie w ers
is:
18-2 4
=
21%,
25- 34
=
24%,
3 5-54
=
2 7%,
55+
=
29%
.
•
T he
median
age
of
CTV
vie w ership
in
the US
is
45 (Mintel)
.
3.
FREQUENC Y :
Mos t
CTV
vie w ers
w a t ch
daily
and
spend an
a v er age of
23
hours
per w eek
w a t ching
c ont ent
.
•
Of
all CTV
vie w ers,
6 3%
w a t ch
daily
and
almos t all (94%)
w a t ch
a t
leas t
w eekly
.
T his
is
r eflect ed acr os s
all age
gr oups
.
•
Av er age
daily
vie wing
hours
ha v e
incr eased
gr ea tly o v er
the pas t
c ouple
of
y ears
fr om 46
minutes
in 20 18
(Nielsen)
t o
thr ee
hours
in
2020
based
on
the r esponses
of
our
surv e y
(pr e-C O VID )
.
•
In
c omparison,
tr aditional br oadcas t
TV
vie w ers w a t ch
an
a v er age
of
35
. 5
hours
per w eek
.
Ho w e v er , the majority
of
those
incr emental
hours
ar e
lar gely driv en
b y
the 55+
age
gr oup
giv en
tha t
the median age
of
liv e
linear
br oadcas t
TV
vie w ers
is
58
. 7
y ears (Nielsen)
.
4.
PRICE
SENSITIVITY :
T he
c ommon as sumption
is
tha t
CTV
vie w ers
w a t ch CTV
because
it ’ s
cheaper
than
cable
.
W e
f ound
tha t the r easons ar e
mor e
la y er ed
than
tha t
.
Fle xibility and
v ariety
ar e
actually
the t op
r easons wh y
people w a t ch
CTV
–
f ollo w ed
b y
aff or dability
.
5.
AD
RECEPTIVITY :
F our
out
of
5
CTV
vie w ers
w a t ch
ad-support ed c ont ent
.
T his
clearly c ount ers
an y
argument which sugges ts
tha t
CTV
vie w ers
ar e
only
w a t ching
Netflix
. T he
r eality
is
tha t
almos t
all w a t ch
Netflix
and
ad- support ed
pla tf orms
.
6
|
10
K e y
tak ea w a y s
6.
INTEREST S:
Dr ama,
c omedy ,
ne w s,
and
sports
ar e
the mos t popular c ont ent genr es
–
although,
due
t o
the v as t amount
of
c ont ent options
and
CTV’ s
richly
div erse audienc e
c omposition,
w e
see
vie w ership
a t
scale acr os s
all int er es t
types
.
7.
LIVE
VIEWERSHIP:
Almos t
all vie w ers
(75%)
w a t ch
some
f orm
of
liv e pr ogr amming
.
Only
25%
of
CTV
vie w ers
sa y
the y ne v er
w a t ch
an y
liv e-linear
pr ogr amming
.
W hile
it ’ s important
t o
not e
tha t
these
r esults
w er e
c ollect ed bef or e
C O VID- 19
aff ected
the number of
liv e br oadcas t
options
a v ailable ,
w e
ha v e
seen a
s tr ong r esponse
t o
liv e
e v ent c ont ent as it
has been
slo wly r e-intr oduc ed
t o
the schedule
.
W e
e xpect this
t o normaliz e
as e vents
and
pr ogr amming
r eturn
t o
scr eens
.
8.
C O- VIEWING:
Mos t
CTV
vie w ers
r egularly
w a t ch
with
others, usually
a
partner
or
kids,
and
sometimes
with
friends
. Only
16%
alw a y s
s tr eam
alone
.
T he
r esear ch
findings indica t e
tha t
c o- vie wing
r a t es
f or
CTV
ar e
2- 3x
.
9.
INC OME:
CTV
vie w ers
mirr or
the buying
po w er
of
the American
c onsumers,
with
42%
of
households earning mor e
than
$ 7 5k
(versus
43%
of
the gener al popula tion)
.
SpotX
CTV
households
sk e w
slightly higher
with
51%
earning mor e
than
$ 7 5k
.
10.
A CCES S:
T he
mos t
c ommon w a y
people
w a t ch
CTV
is
thr ough a
smart
TV
(54%)
f ollo w ed
b y
a
s tr eaming
de vic e (3 7%)
with
the r emainder
w a t ching
thr ough
a gaming
c onsole
.
As
c onsumers
c ontinue
t o
r eplac e out da t ed
equipment with
c onnect ed
de vices, w e
can
only
e xpect this
will
lead
t...