SPOTX-联网电视报告（英文）-2020.8-31页_3mb

报告摘要

Summary of CTV Viewership in the US

Core Content

This report provides an in-depth analysis of Connected TV (CTV) viewership in the United States, highlighting its growth, audience diversity, viewing habits, and ad tolerance. It emphasizes that CTV is no longer a niche market but a mainstream medium that caters to a wide range of demographics and interests.

Main Points

CTV Has Reached Critical Mass

Over 40% of US adults are CTV consumers, representing approximately 100 million adults.
75% of CTV households now have access to CTV, with at least half watching it weekly.
CTV is for everyone, not just digital natives or millennials.

CTV Viewer Behavior

63% of CTV viewers watch daily, with an average of 23 hours per week spent watching.
4 out of 5 CTV viewers watch ad-supported programming, indicating a strong acceptance of ads in the medium.
Live programming is still popular, with 75% of viewers watching some form of live content, mostly ad-supported.
Streaming hours have increased significantly over the past few years, with 3 hours per day now the average.

Ad Receptivity

60% of CTV viewers prefer free content over paid ad-free services.
71% are concerned about personal information usage for advertising.
Some viewers find ads repetitive or creepy when they follow them across devices.

Purchase Decisions

CTV viewers are price-sensitive, with most spending between $4 and $29 per month on subscriptions.
Subscription stacking is common, with many owning four or more streaming services.
Households with kids are more likely to have multiple subscriptions.

Viewer Habits

CTV viewers are flexible and can watch content in multiple rooms, including the bathroom.
Co-viewing is common, with 2-3x more viewers watching with others than alone.
Smart TVs are the most common device for CTV viewing, followed by streaming devices and gaming consoles.

Content Preferences

Drama is the most watched content type, followed by comedy, sports, and news.
Ad-supported content is popular, with on-demand TV and movies commanding the most attention.
Live sports make up one-third of streaming attention, with 48% of CTV viewers who watch live content regularly watching sports.

Key Audience Segments

1. Streamloaders

Characteristics: Skews female, least likely to have children, interested in reality, comedy, documentary, and animated content.
Purchase categories: Personal care, consumer technology, travel, and pet ownership.
Quote: "I can easily watch what I want at a time that's convenient."

2. Jet Streamers

Characteristics: High earners, digitally savvy, likely to watch live TV events, interested in sports, home improvement, kids and family, and sitcoms.
Purchase categories: Automotive, entertainment, fitness and wellness, and consumer electronics.
Quote: "I love being able to access a wide variety of shows whenever I feel like watching."

3. Do-it-all Streamers

Characteristics: Likely to have kids, higher household income, interested in kids and family, sports, drama, and cooking.
Purchase categories: Automotive, finance, casual dining, and QSR.
Quote: "${DO} = {OT} = {ACL}$"

4. Silver Streamers

Characteristics: Predominantly baby boomers, watch content during daytime, interested in news, drama, DIY/home, and cooking.
Purchase categories: Pharmacy and personal care, travel, entertainment, and home goods.
Quote: "Streaming is literally a childhood dream come true for me."

Implications for Advertisers

CTV is now mainstream, appealing to all age groups, ethnicities, and socioeconomic backgrounds.
Advertisers should target CTV as it offers effective audience-based targeting and reach.
With the growth of ad-supported content, it's an ideal platform for reaching diverse audiences at scale.

Conclusion

CTV is no longer a fad but a dominant medium in the US, with rapid growth and increased adoption. It's the best way for consumers to access content on their own terms, and for advertisers, it's the ideal platform to reach a broad and engaged audience.

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