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State of the Screens

Ad Supported OTT Keeps Growing And Advertisers Would Be Wise To Take Note

By August 1, 2018No Comments

Appnexus announced that ad sales on connected TV grew748% YoY.

That is ≈ 20B ad impressions per month.

Projected connected-TV users by brand in 2022:
1)
Roku — 46%
2)
Amazon Fire TV — 34%
3)
Google Chromecast — 17%
4)
Apple TV — 13%

Flashback #1: Over-the-top-only U.S. households nearly tripled since 2013, impacting TV ad dollars

Quick math:
1) 820M connected TV devices
2) 120M TV homes in the U.S.
3) 6.9 connected video devices per home

Flashback #2: Reaching the Elusive OTT Consumer

The average OTT user streamed 50 hours of video content, but there was a huge disparity between the light and heavy streamers.

Streaming time per month (% of total):
1)
Light — 9.5h (10%)
2) Heavy — 90.0h (90%)

Flashback #3: Inside Roku’s battle to control the future of TV advertising — and why it better watch out for Amazon

Connected TV users by year (% growth):
1) 2017–168.1M (↑ 10%)
2) 2018–181.5M (↑ 8%)
3) 2019–188.1M (↑ 4%)
4) 2020–191.6M (↑ 2%)
5) 2021–194.4M (↑ 2%)

More #1: Tracking OTT: Why More Data Creates The Need For More Accurate Measurement

More #2: What Is AVOD Is and Why Should Brands Get In On It?

More #3: As Comcast Bows Out Of Fox Hunt, Hulu’s Future Becomes Clearer

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.