Retailers, it’s time to rethink your advertising strategy! Traditional TV is no longer the powerhouse it once was. The number of Americans watching TV via cable or satellite has dropped dramatically from 76% in 2015 to just 56% in 2021. Meanwhile, OTT (over-the-top) platforms are rapidly becoming the preferred choice, with 68% of the US population now using a connected TV.
The shift is clear: Consumers are moving online, and so should your ads. By investing in OTT advertising, you’re not just following the trend—you’re positioning your brand where your audience is most engaged. With U.S. adults spending nearly 6 hours daily watching video, and a significant portion of that on TV-connected devices, the potential for growth is immense.
Don’t miss out on the future of advertising. Join the OTT revolution and watch your business grow!
- About 60% of young adults in the US primarily use online streaming to watch TV
- The number of Americans who watch television via cable or satellite has plummeted from 76% in 2015 to 56% in 2021
- U.S. adults now spend nearly 6 hours per day watching video. The span (5:57) represents an 11-minute increase in video consumption, with 6 of those 11 minutes from TV-connected devices
- 83% of US households in 2023 used a paid subscription video service like Netflix or Hulu
- As of 2024, 50% of consumers who watch online video use a free or paid ad-supported streaming service
- Millennials remain the largest segment of CTV users (62 million), while Gen Z trails closely behind (52.8 million). Additionally, 51.6 million Gen X and 35.8 million Baby Boomers use CTV.
- Consumers are 39% more likely to share content if it’s delivered through video
- While video can help convert customers already on a path to purchase, it also enables a retailer’s existing customers to bring friends and family into the fold — 48% of consumers have shared a brand video on their social media profile
- Nearly 80% of marketers recognize video (including TV, digital video, social video, and OTT video) as an increasingly important medium
- Video could make up as much as 90% of all 5G traffic
- 29% of consumers would pay a premium if 5G provided “better quality video” on mobile devices and “decreased buffering while streaming video”
- Interactive video ads encourage consumers to spend 47% more time engaging with an ad on average and make the ad 32% more memorable
- Consumers have a low tolerance for a bad stream. For many, 90 seconds is the most a viewer will tolerate a spotty stream
- Streaming accounts for 26% of all time spent on TV
- Annual CTV ad spend in the US is expected to reach $36 billion in 2026.
- 68% of the US population (233 million people) uses a connected TV
- 54% of US internet users subscribe to four or more over-the-top (OTT) video services, while 20% subscribing to 8 or more services.
- In Q4 2023, TVs accounted for 58% of spending for streaming video ad inventory purchased through traditional buys. Phones and tablets account for another 32% of spending, while desktops and laptops accounted for the remaining 10%
- Ad spend for streaming platforms like Hulu, Netflix, and Max rose by 10% year over year in Q4 2023.
- For streaming ad inventory purchased through real-time bidding, mobile devices accounted for a majority of spending in Q4 2023, while television accounting for 27% and computers accounting for 22%
- In 2024, brands spent $30.10 billion on streaming advertisements, compared to $60.56 billion on traditional TV ads
- There are approximately 115 million CTV households in the United States