CTV in the US

More homes in America watch CTV than cable and satellite. As the audience has grown, the complexion has changed – shifting from the young and tech-savvy to watched by all ages, lifestyles, and household compositions.

Download the report to get a closer look at what CTV viewership really looks like.

CTV is television’s most diverse audience

CTV viewers match the national profile, whereas the traditional TV audience skews white and consequently under-delivers against Black, Latinx, and Asian audiences.

CTV viewers look for brands whose values align with their own

80% of CTV viewers said they are more likely to pay attention to ads from brands that are in line with their lifestyle and opinions.

The momentum is shifting towards ad-supported programming

Ad-free content such as Netflix and Disney+ no longer dominate CTV content consumption. CTV viewers now watch an almost equal amount of ad-supported content.

Download the US report