Nearly a third of CTV users have bought something on their TVs in the past three months according to LG and Solutions Shoppable TV report, and half of those who have seen a CTV and with a QR code have scanned it at least once. Now that once in every three months doesn't exhibit a daily habit or a replicable behavior, but still, I'm really surprised by those numbers.

While connected TV (CTV) is a smaller share of their total TV usage compared with other races and ethnicities, Black adults—particularly those under 35—still spend the most time with CTV, roughly 39.5% overall. This translates into a desire for more relevant advertising. Black consumers are cognizant of clumsy attempts at representation.

YouTube’s TikTok clone, Shorts, hasn’t helped move the needle for time spent by US users. Instead, it’s YouTube TV that’s driving growth. Despite YouTube’s efforts to promote Shorts, more than 40% of daily time spent with YouTube occurs on connected TVs and other connected devices, and we expect that share to increase.

Smart TV Owners. Average Time Spent With Media. Traditional Media Users. TV Viewers. Video-on-Demand (VOD) Viewers. Social Media/Messaging Users. Digital Audio Listeners. Voice Assistant/Search Users. About This Report.

A new set of digital winners is emerging amid the market turmoil of 2022. Using our forecasts, we showcase how ecommerce, social media, fintech, and more are being transformed.

The rapid rise of CTV globally—we estimate that two-thirds of the US population already has CTV—means that the smart TV OS is a crucial piece of the smart home. Google seems to have loosened restrictions on smart TV manufacturers using forked versions of Android. For example, Xiaomi and Hisense, important Android TV partners, both released Fire TV smart TVs in May 2022.

Invest in CTV as Traditional TV Viewership Shifts to Streaming. Connected TV (CTV) is on the rise in Latin America as viewing habits go digital. Consumers are cutting the cord in favor of digital streaming services. While the majority of digital video viewers stream on mobile devices, CTV usage is becoming more commonplace.

“Understanding how consumers are spending their time and money is paramount to your business being successful,” our analyst Jeremy Goldman said on “The Future of Digital 2024” webinar. Here are three shifts in media consumption, purchasing behavior, and mobile usage, and how each is prompting new advertising strategies in streaming, social search, and gaming.

As the ad revenue shortfall deepens, social media’s legacy players face new competition for users, a complicated situation with creators, and a social commerce rewind.

Smart TV Owners. Average Time Spent With Media. Traditional Media Users. TV Viewers. Video-on-Demand (VOD) Viewers. Social Media/Messaging Users. Digital Audio Listeners. Voice Assistant/Search Users. Key Points. TV viewership in the US is higher than in any other country tracked by GWI, in terms of time spent viewing TV.

We expect the availability of more connected TV (CTV) inventory—including NFL Thursday Night Football rights and the revamped Freevee offering—will help Amazon lure TV ad dollars from both national media and shopper marketing budgets with the enticement of closed-loop performance. What It Means. Despite current challenges, Amazon will recapture ecommerce market share.

By mid-2022, an estimated 82% of internet users in Spain ages 16 to 75 had access to TV content via a CTV, according to IAB Spain. We estimate that 51.7 million people of all ages in Germany will be CTV users in 2022—around 84.7% of digital video viewers in that country. In the UK, about two-thirds of the population will be CTV users in 2023, per our forecast.

Social media/messaging users. Digital audio listeners. TV viewers. Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. US in Perspective. A higher percentage of people in the US consume long-form content than in any other country in the world.

Voice assistant and smart speaker users are still increasing, but growth for brands will increasingly come from engaging existing users. Voice assistants are still very much in the process of transforming how users interact with and across devices.

KEY STAT: In 2023, sub OTT service users in Asia-Pacific will grow by 5.8% (reaching 1.23 billion viewers), with Indonesia and India leading the pack. Executive Summary. Over half of digital video viewers worldwide are based in Asia-Pacific. The region is home to nearly 3 in 5 digital video viewers worldwide in 2023, totaling around 2.15 billion users.

Nearly 55% of time spent watching digital video is through connected TV (CTV). US users will also spend more time watching YouTube from CTVs than on mobile devices this year. Use this chart:. Craft your free video strategies to reach your target audience where they spend their time. More like this:. US Time Spent With Media Forecast 2023 (Insider Intelligence subscription required).

Smart TV Owners. Average Time Spent With Media. Traditional Media Users. TV Viewers. Video-on-Demand (VOD) Viewers. Social Media/Messaging Users. Digital Audio Listeners. Voice Assistant/Search Users. Key Points. On a global scale, MEA ranks second for time spent on social and messaging. Internet users here spent an average of 3 hours, 5 minutes (3:05) per day using these services in H1 2022.

Smart TV Owners. Average Time Spent With Media. Traditional Media Users. TV Viewers. Video-on-Demand (VOD) Viewers. Social Media/Messaging Users. Digital Audio Listeners. Voice Assistant/Search Users. Key Points. Smart products are slowly picking up steam.

Smart TV Owners. Average Time Spent With Media. Traditional Media Users. TV Viewers. Video-on-Demand (VOD) Viewers. Social Media/Messaging Users. Digital Audio Listeners. Voice Assistant/Search Users. Key Points. Mobile media consumption in Canada trails many other similar countries tracked by GWI.