Hours of connected TV viewing accrued 21% successful May 2023 compared to May 2022, according to Comscore’s latest State of Streaming report.
The percent of TV watchers who watercourse has besides continued to emergence — 73% of U.S. households present stream, up from 69% successful 2022. CTV advertisement walk besides continues to turn rapidly.
Why we care. These information buttress the lawsuit for moving advertisement dollars from linear TV to alternatives, including CTV and online video. The increasing reach, hours spent viewing, and further targeting capabilities of CTV marque it each but definite that advertisement spending volition proceed growing.
Hours connected streaming. Combined, hours of CTV and online video viewed transcend linear TV hours viewed from January 2022 to January 2023. CTV and online video vie astir straight with linear TV for advertisement dollars. Consumers are spending a full of 131 cardinal hours connected CTV and different 125 cardinal connected online video.
Top streaming services. The apical six streaming services are streamed successful astatine slightest one-third of U.S. households. Here’s however they fertile successful scope and hours watched successful May 2023.
Image: Comscore 2023 State of Streaming Report.CTV share. Marketers who worth CTV’s targeting capabilities should instrumentality enactment of wherever audiences are dividing their time. In the past year, Netflix has introduced ad-supported streaming options, but they’ve besides dropped 5% successful stock of CTV hours.
Image: Comscore 2023 State of Streaming Report.Linear TV providers are present offering CTV options too. Comscore recovered that 3 CTV services offered by linear TV providers placed successful the apical 10 successful hours viewed per household. Spectrum CTV was highest astatine 3%.
Smart TVs. Smart TVs are present ascendant successful delivering CTV streaming to consumers, according to Comscore. Total households that watercourse contented via Smart TVs person accrued 23% since 2021.
Dig deeper: Roku introduces branded HD and 4K astute TVs
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About the author
Chris Wood draws connected implicit 15 years of reporting acquisition arsenic a B2B exertion and journalist. At DMN, helium served arsenic subordinate editor, offering archetypal investigation connected the evolving selling tech landscape. He has interviewed leaders successful tech and policy, from Canva CEO Melanie Perkins, to erstwhile Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama arsenic the country's archetypal national CIO. He is particularly funny successful however caller technologies, including dependable and blockchain, are disrupting the selling satellite arsenic we cognize it. In 2019, helium moderated a sheet connected "innovation theater" astatine Fintech Inn, successful Vilnius. In summation to his marketing-focused reporting successful manufacture trades similar Robotics Trends, Modern Brewery Age and AdNation News, Wood has besides written for KIRKUS, and contributes fiction, disapproval and poesy to respective starring publication blogs. He studied English astatine Fairfield University, and was calved successful Springfield, Massachusetts. He lives successful New York.
