SpotX has released new research highlighting how use of connected TV has become mainstream behavior, with 40% of U.S. adults using CTV, for an estimated reach of 100 million 18+ adults. Among CTV viewers 63% watch daily and 94% watch weekly. CTV users watch an average of 3 hours per day (pre-Covid when SpotX fielded its survey). CTV viewers are quite evenly distributed by age group; 18-24 year-olds represent 21%, 24-34 year-olds (24%), 35-54 year-olds (27%) and 55+ (29%).
These findings and others are included in SpotX’s new paper, “CTV is for Everyone: An In-Depth Look at Connected TV Viewership in the U.S.”
SpotX also found that 80% of CTV viewers watch ad-supported content, debunking myths that CTV users gravitate to Netflix and other SVOD content. 85% of CTV users have at least one SVOD service and over 70% said they had multiple services. But 80% said they didn’t plan to increase their spending on subscriptions in the next 12 months. SpotX concluded that CTV viewers want to increase access to content but without increasing cost.
SpotX found that for many CTV viewers there’s an acceptance of ads in exchange for access to free content, and that entertaining and personally relevant ads can be valuable. However, 71% said they’re worried how their personal information is being used for advertising purposes, 36% said their biggest problem was overexposure to the same ad, and 28% said it was creepy when ads “follow” them from screen to screen, including CTV.
SpotX also worked with Mintel to segment CTV users into 4 different audience profiles by age group:
“Streamloaders” 18-24 year-olds (12% of survey respondents) - Young adults who are heavier CTV users and are least likely to pay for subscriptions because they’re using someone else’s login or watch ad-supported free content.
“Jet Streamers” 25-34 year-olds (19% of survey respondents) - Digital savvy millennial professionals. Most likely to subscribe to 4 or more SVOD services, and use CTV as their primary method to consume TV.
“Do-It-All Streamers” 35-54 year-olds (36% of survey respondents) - Balancing work and family, most likely to be streaming to multiple devices simultaneously, have multiple SVOD and AVOD services.
“Silver Streamers” 55+ year-olds, (33% of survey respondents) - Baby boomers who likely cut the cord.
There’s a lot more valuable data in the paper, which is available for download.
Reminder, for a deeper dive, join us for our Connected TV Advertising Summit - Virtual Event, on September 21 and 22. Sign up is complimentary and you can win a Living room makeover, sponsored by Roku. SpotX is among 8 sponsors of the CTV Ad Summit.