In today’s on-demand culture, the days of passive television viewing are over. People prefer to choose the exact content they want to watch when they want to watch it. It’s no longer about who controls the TV remote – it’s now about controlling our individualized viewing experience and schedule.
It’s no surprise, then, that more than half of all U.S. homes own a Connected TV (CTV), a set that plays traditional TV programming yet is also connected to the Internet through a stand-alone streaming device. These devices, such as Roku, Apple TV, Amazon Fire, Chromecast, etc., enable access to over-the-top (OTT) services like Netflix, Hulu and Amazon, to name but a few, as well as ad serving and digital measurement.