2022-06-24-comscore-2022年流媒体行业报告（EN）_52页_3mb

Shift from OTT to CTV: In August 2021, the MRC redefined OTT to CTV, emphasizing internet-connected TVs and expanding the streaming ecosystem. This change aligns with modern consumption and provides clearer boundaries for measurement and transactional needs.

Streaming Adoption Growth: CTV adoption has surged, with CTV households increasing by 34% and total streaming hours on CTV devices growing by 84% since 2019. By March 2022, 85.7 million homes streamed content, spending an average of 21.3 hours per household on CTV. Total streaming services watched per household rose to 5.4, with Netflix leading.

Top Streaming Services and Competition: The "Big 5" expanded to "Big 6" with HBO Max's launch, but Netflix faces increasing competition. In March 2022, Netflix and YouTube dominated total hours (29% and 21%, respectively). Ad-supported services like YouTube and Amazon Video saw faster adoption than subscriptions.

Emerging Trends: Diverse audiences (40% of streaming households) drive growth, with African Americans and Hispanics leading viewership. Social media engagement with streaming content is high, boosting platforms like Stranger Things and Disney+ through sequels. Smart TVs continue rapid growth (48% YoY), while the connected home expands with devices like gaming consoles and smart speakers.

Key Insights: Streaming is now mainstream, with multi-screen usage increasing. Ad-supported models are gaining share, and co-viewing rates highlight the need for accurate measurement across channels. Unique audiences are valuable for targeted advertising.

Measurement and Targeting: Comscore offers tools like CTV Intelligence and Campaign Ratings to measure impact across streaming, desktop, mobile, and linear TV. Predictive audiences use AI for privacy-compliant targeting, focusing on behaviors like premium subscriptions or streaming intensity.

Definitions for Context: Terms include CTV/OTT, streaming models, audience segments, and device classifications. These clarify the industry terms used in analysis.