萃弈-智能大屏风潮来临——电视趋势展望报告（英文）-2021.1-17页_9mb

The Future of TV Report January 2021: The CTV Tipping Point

Core Content Overview

This report from The Trade Desk, published in January 2021, analyzes the transformation of the television advertising landscape in the wake of the global pandemic. It highlights how the shift from traditional linear TV to Connected TV (CTV) is accelerating, driven by cost, flexibility, and consumer preferences. The report also explores the changing dynamics of ad buying, including the decline of "upfronts" and the rise of data-driven advertising strategies.

Main Findings

1. Cost is Driving Cord Cutting

• 27% of U.S. cable subscribers plan to cut the cord in 2021, up from 15% in 2020.
• 49% of TV viewers still subscribe to cable, but nearly 27% of them plan to stop.
• Cord-cutting is not limited to younger generations; 20% of viewers aged 55+ also plan to cut the cord.
• Main reasons for cord-cutting include high cost (48%), lack of value (48%), and desire for more flexibility and fewer commercials.

2. Consumers Look to CTV for Sports

• Live sports used to be a primary reason for keeping cable, but this has shifted.
• 30% of cable subscribers who plan to keep their subscriptions do so for live sports, news, and other live programming.
• 21% of sports viewers now watch primarily via ad-supported streaming platforms (e.g., Hulu, Sling TV, Fubo.tv).
• 18% of sports viewers prefer social media platforms (e.g., YouTube) for live sports.
• 39% of sports fans now primarily watch via ad-supported streaming or social media, matching the number who still watch on cable.

3. Viewers Renegotiate TV's Value Exchange

• 51% of TV viewers say they won't pay more than $20 per month for streaming.
• 57% are open to lower subscription costs in exchange for ads every other episode.
• 40% prefer targeted ads that align with their interests.
• Only 14% are willing to pay a premium for an ad-free experience.
• 71% prefer free or lower-cost ad-supported models.

4. Upfronts Get Turned Upside Down

• 59% of linear TV buyers plan to make fewer upfront commitments in 2021.
• 30% of linear and CTV buyers are seeking flexibility to cancel without penalty.
• 66% of buyers are not returning to traditional upfronts, as noted by Marc Pritchard of Procter & Gamble.
• NewFronts (digital alternative to upfronts) are gaining traction, with the goal of unifying video marketplaces across all screens.

5. CTV Inspires New Ad Creativity

• 59% of TV media buyers prioritize shorter ads for CTV.
• 53% value the ability to adjust in-flight.
• 60% of linear and CTV buyers are shifting budgets to programmatic to improve agility and efficiency.
• 95% of marketers believe CTV achieved desired KPIs.

6. Marketers Favor CTV as More Effective

• 89% of marketers believe CTV is as effective as, or more effective than, linear TV.
• 87% of advertisers feel CTV is more effective than linear TV.
• CTV provides better measurement and targeting capabilities, especially for younger audiences and cord-cutters.
• Marketers are rethinking their strategies, moving toward audience-first approaches.

Key Trends and Implications

• CTV is becoming the dominant platform for reaching audiences, with advertising performance showing significant improvement.
• Agencies are adapting by hiring new talent or training existing employees in CTV marketing.
• Traditional TV processes such as upfronts are being re-evaluated due to the rise of data-driven ad buying.
• Younger audiences, particularly Gen Z, are leading the shift to digital-first viewing, with 51% spending over 3 hours daily on streaming content.
• Streaming platforms are increasingly interested in live sports, with companies like Amazon Prime Video, ESPN+, Peacock, and DAZN vying for NFL Sunday Ticket.

Conclusion

2020 marked a tipping point in TV advertising, with CTV becoming the preferred channel for both consumers and marketers. The pandemic accelerated trends that were already in motion, such as the decline of cable subscriptions and the rise of streaming and social media for sports. As a result, advertisers are shifting budgets, rethinking creative strategies, and adapting to new measurement tools. The future of TV advertising is now data-driven, flexible, and audience-focused, with CTV at the center of this transformation.