The Latest Ctv Industry Statistics Explained
The global Connected TV (CTV) market was valued at $40 billion in 2019.
The statistic indicates that the global Connected TV (CTV) market reached a total value of $40 billion in the year 2019. This value represents the amount of money generated from the sale of connected TV devices, services, and related technologies worldwide during that period. The figure highlights the significant and growing presence of CTV in the global market, reflecting the increasing popularity of smart TVs and streaming services among consumers. As CTV continues to evolve and expand, this statistic emphasizes the substantial economic impact and business opportunities within the connected TV industry.
By 2027, CTV market size is expected to hit $260.36 billion.
The statistic “By 2027, CTV market size is expected to hit $260.36 billion” suggests that the Connected TV (CTV) industry is projected to experience significant growth over the next several years. This estimate indicates that the demand for CTV services and devices, which allow viewers to stream content over the internet on their televisions, is expected to increase substantially. The anticipated market size of $260.36 billion by 2027 reflects the large potential for revenue generation within the CTV sector, driven by factors such as technological advancements, changing consumer preferences, and the increasing popularity of streaming services. Such growth projections highlight the importance of the CTV market in the broader media and entertainment industry landscape.
The CAGR for the CTV industry from 2020 to 2027 is projected to be around 20.8%.
The Compound Annual Growth Rate (CAGR) of 20.8% for the Connected TV (CTV) industry from 2020 to 2027 signifies the average yearly growth rate over this period. This statistic suggests that the CTV industry is expected to experience significant expansion, with the value of CTV market size or revenue increasing by approximately 20.8% each year on average. This projection indicates a thriving and potentially lucrative market for CTV companies and stakeholders, emphasizing the increasing importance and adoption of this technology in the media and entertainment industry over the forecasted period.
60% of U.S. households have at least one CTV.
The statistic ‘60% of U.S. households have at least one CTV’ indicates that the majority of households in the United States possess at least one connected television (CTV) device. This could include smart TVs, streaming devices, or other internet-connected TV equipment. The high prevalence of CTV ownership highlights the widespread adoption and integration of digital technology into everyday life, reflecting the shifting trends in media consumption towards online streaming services and digital entertainment platforms. This statistic suggests that CTV has become a common feature in American households, influencing how people access and consume content in the modern era.
Asia Pacific CTV market is expected to grow tremendously due to technological advancements.
The statistic that the Asia Pacific CTV market is expected to grow tremendously due to technological advancements suggests that the market for connected TV services in the region is anticipated to experience significant expansion in the coming years. This growth is likely to be driven by advancements in technology that enhance the accessibility, convenience, and user experience of connected TV platforms. With an increasing number of consumers adopting smart TVs, streaming devices, and on-demand content services, the Asia Pacific region is poised to see a surge in demand for CTV offerings. These technological advancements are expected to cater to changing consumer needs and preferences, leading to a substantial increase in market opportunities and revenue potential for companies operating in the CTV space across Asia Pacific.
34.7% of the CTV industry market share belongs to the 32″ to 39″ TV segment.
The statistic indicates that 34.7% of the total market share in the CTV (Consumer Television) industry is accounted for by the segment of TVs with sizes between 32 inches to 39 inches. This means that this particular TV size range is a significant driver of sales and revenue within the industry. Companies operating in the CTV market can use this information to understand the popularity and demand for TVs in this size category, which can help inform their product development, marketing strategies, and overall business decisions to better cater to consumer preferences and capitalize on this segment’s market potential.
Nearly 40% of all TV advertising dollars in 2021 will go to CTV.
The statistic ‘Nearly 40% of all TV advertising dollars in 2021 will go to CTV’ indicates that a significant portion of the total television advertising budget for 2021 is projected to be allocated towards Connected TV (CTV) platforms. This suggests a growing trend towards digital advertising channels, specifically CTV, which refers to the streaming of television content over the internet on connected devices such as smart TVs, streaming devices, and gaming consoles. The shift towards CTV advertising likely reflects the increasing consumer preference for streaming services and the ability of CTV platforms to offer targeted and measurable advertising options to marketers. This statistic highlights the evolving landscape of TV advertising and the importance of adapting marketing strategies to reach audiences through digital platforms.
By the end of 2021, 55% of advertisers are expected to invest heavily in CTV.
The statistic ‘By the end of 2021, 55% of advertisers are expected to invest heavily in CTV’ suggests that a significant portion of advertisers are likely to allocate a substantial portion of their resources towards Connected TV (CTV) advertising strategies. CTV has been increasingly popular as a digital advertising platform due to its ability to reach a targeted audience through streaming services on smart TVs, mobile devices, and other connected devices. The expected high investment from advertisers indicates their recognition of the potential benefits of leveraging CTV to engage with their target consumers effectively. This statistic highlights the industry’s shifting focus towards digital platforms and the continuously evolving advertising landscape.
Almost 85% of video viewing in the United States is on CTV.
The statistic “Almost 85% of video viewing in the United States is on CTV” indicates that close to 85% of video content consumption in the United States is conducted via Connected TV (CTV) platforms such as smart TVs, streaming devices, and gaming consoles. This high percentage suggests that traditional television viewing is on the decline, with more viewers opting for on-demand and streaming services over linear programming. The prevalence of CTV viewing underscores the significant shift toward digital content consumption and the growing importance of streaming platforms in the media landscape.
North America dominated the global CTV market in 2019, with a share of 37.6%.
The statistic indicates that North America held the largest market share of 37.6% in the global Connected TV (CTV) market in the year 2019. This suggests that North America was the leading region in terms of CTV adoption and usage during that time period. The dominance of North America in the CTV market implies that the region had a significant influence on the trends, innovations, and overall growth of the CTV industry globally. This statistic underscores the importance of North America as a key player in the CTV landscape and highlights the region’s strong foothold in shaping the future of connected television technologies and services.
The video-on-demand segment dominated the CTV market in 2019 with a share of 41.6%.
The statistic indicates that in 2019, the video-on-demand segment had the largest market share within the connected TV (CTV) market at 41.6%. This means that of all the different types of content delivery platforms in the CTV market, such as live TV streaming services or ad-supported platforms, video-on-demand services were the most popular and widely used by consumers. The dominance of the video-on-demand segment suggests that consumers preferred the convenience and flexibility of choosing and watching content on-demand over traditional linear TV or other forms of digital content delivery. This statistic highlights the significant impact and influence that video-on-demand services had on the CTV market in 2019.
As of 2019, smart TVs accounted for 32% of all connected TV devices sold globally.
The statistic indicates that as of 2019, smart TVs constituted 32% of the total connected TV devices that were sold worldwide. This suggests that a significant portion of consumers are opting for smart TVs over traditional non-connected TVs, likely due to the increase in demand for features such as internet connectivity, streaming services, and smart home integration. The growing popularity of smart TVs signifies a shift in consumer preferences towards more technologically advanced and interactive entertainment options, highlighting the importance of adaptability and innovation in the electronics industry.
By 2023, an estimated 133.3 million CTV users will have at least one streaming player device in use.
The statistic indicates that by the year 2023, it is projected that there will be approximately 133.3 million connected TV (CTV) users worldwide who will possess at least one streaming player device. This suggests a substantial increase in the adoption and usage of streaming devices among CTV users within the next few years. This trend could be driven by a shift towards digital streaming platforms and demand for on-demand content, resulting in a growing number of individuals choosing to access their entertainment through streaming services rather than traditional cable or satellite TV. The statistic highlights the evolving landscape of media consumption and the increasing importance of streaming devices in the modern digital age.
The marketing campaign success on CTV for reaching the right people in a household is 73%.
The statistic “The marketing campaign success on CTV for reaching the right people in a household is 73%” indicates that the marketing efforts on Connected TV (CTV) have been effective in targeting the intended audience within households. Specifically, out of the total number of households reached through this campaign, 73% of them contained the desired individuals or target audience. This statistic suggests that the campaign has successfully reached a significant portion of its intended viewers and has effectively engaged with the right people within households through CTV advertising.
The CTV industry advertising sector is estimated to reach $6.94 billion by 2023.
The statistic indicates that the advertising sector within the Connected TV (CTV) industry is projected to grow significantly and reach a total value of $6.94 billion by the year 2023. This suggests a strong and positive trend in terms of investment and expenditure in advertising through CTV platforms. As more consumers shift towards streaming services and digital media consumption, advertisers are recognizing the potential of CTV as an effective channel to reach their target audiences. The estimated growth in this sector reflects the evolving landscape of advertising strategies and highlights the increasing importance of CTV in the overall marketing mix.
By 2025, 57% of public sees video on a CTV at least once a month.
The statistic “By 2025, 57% of the public sees video on a connected TV (CTV) at least once a month” indicates that a substantial majority of the population is utilizing CTV platforms to consume video content regularly. This statistic suggests a growing trend in the adoption of CTVs as a primary source of video entertainment, likely driven by advancements in technology, increased access to high-speed internet, and the convenience offered by on-demand streaming services. The high percentage reflects a shift in viewing habits away from traditional television towards internet-based content delivery, highlighting the need for content creators and advertisers to adapt their strategies to reach audiences effectively on CTV platforms.
75% of households in North America are connected to at least one Over-The-Top (OTT) service.
The statistic that 75% of households in North America are connected to at least one Over-The-Top (OTT) service indicates the widespread adoption of streaming services in the region. OTT services deliver video content over the internet, bypassing traditional cable or satellite television providers. This high penetration rate suggests a shift in consumer behavior towards digital streaming platforms for entertainment consumption. The prevalence of OTT services in North American households signifies a significant trend in the media industry, with more households opting for on-demand, personalized content viewing experiences.
The average North American household spends around 108 minutes daily on streaming content through their CTV.
The statistic that the average North American household spends around 108 minutes daily on streaming content through their Connected TV (CTV) indicates a significant shift in media consumption habits. As traditional television viewing declines, more households are turning to CTV platforms to access a wide range of streaming content. This trend reflects the increasing popularity and convenience of on-demand services like Netflix, Amazon Prime Video, and Hulu, which offer a diverse selection of movies, TV shows, and original programming. The 108-minute daily average underscores the growing importance of CTV as a primary source of entertainment for North American households, highlighting the need for content providers and advertisers to adapt to the evolving landscape of consumer behavior.
Conclusion
Despite facing challenges such as shifting viewer habits and increased competition, the CTV industry continues to show promising growth and opportunity. By leveraging data-driven insights and adapting to evolving trends, stakeholders in the industry can position themselves for success in an ever-changing media landscape.
References
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