The 2023 Holiday Shopping Study explores into consumer behavior related to connected TV viewing, holiday TV advertising, and shopping habits during the holiday season. The findings of the report emphasize the substantial viewership of holiday content – 95% of viewers engage with such content, and 94% of them do so with friends and family – which in turn creates targeting and advertising opportunities.
The report also explores into holiday shopping trends, revealing that more than half of consumers kick start their holiday shopping before Thanksgiving. A significant portion continues shopping even after the Christmas holiday, making them an attractive market for advertisers looking to wrap up the year or launch the new one with strong sales figures. In terms of advertising opportunities, Free Ad-Supported Streaming TV (FASTs) are rising in popularity, with 57% of viewers holding positive attitudes toward brands that advertise on such platforms. To learn more, download the full report.