FreeWheel: 2021-1H U.S. Video Marketplace Report

Ad view growth, according to FreeWheel:
1) Video ad views (all) - ↑ 50%
2) Programmatic video ad views – ↑ 84%

Share of impressions by device:
1) CTV – 60%
2) Set-top-box VOD – 15%
3) Mobile – 13%
4) Desktop –12%

Share of impressions by device (CTV only):
1) Roku – 43%
2) Amazon Fire TV – 26%
3) Smart TVs – 8%
4) Chromecast – 7%
5) Gaming Consoles – 6%
6) Other – 10%

Share of impressions by content type:

1) Entertainment – 92%
2) News – 5%
3) Sports – 3%

Why this matters: This is another signal that sports have not yet moved from linear to streaming.

Sports share of total ad impressions:

1) Linear TV (2019) – 37%
2) Streaming (2021-1H) – 3%

Share of impressions by format:

1) Live – 51%
2) Full episodes (>5m) -  37%
3) Clips (<5m) – 12%