The Big Shift: Wave III

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In our third installment of The Big Shift annual research series, The Big Shift: Wave III explores the increasingly evolving behaviors and preferences of CTV users.

Among the report’s findings:

  • The Big Shift to CTV Continues. 9 in 10 US consumers use an internet-connected TV, and over half (56%) prefer to watch TV via streaming services over traditional TV.
  • Consumers are Cycling through Subscription Streaming Apps and Adding Free Ad-Supported Streaming (FAST) Apps. 63% of CTV users are likely to sign up for a streaming subscription service to watch specific content and cancel/pause after watching. However, 7 in 10 CTV users prefer streaming free video content with ads instead of a paid subscription without ads, and 27% plan to add a FAST app in the next 12 months.
  • Consumers are Incorporating More Content Discovery into Viewing Sessions. CTV users spend nearly 12 minutes navigating to content (up from 5 minutes last year), likely a product of the abundance of content and apps consumers are navigating through.
  • They’re also More Immersed while Viewing. CTV users are employing a more engaged approach to content discovery, as 2 in 5 of CTV users discover content via the TV home screen.

For more information on CTV viewership, download the full report today!

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