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State of the Screens

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

By September 2, 2021No Comments

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%

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.

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