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State of the Screens

OTT Peak Engagement Levels Here To Stay (At Least For Now)

By July 2, 2020November 15th, 2021No Comments

CTV/OTT viewing households by year (YoY growth) according to Comscore:
1) 
2016 – 44.0M
2) 2017 – 50.8M (↑ 15%)
3) 2018 – 59.2M (↑ 17%)
4) 2019 – 64.0M (↑ 7%)
5) 2019 – 70.2M (↑ 10%)

YoY change in reach by platform:
1) 
CTV/OTT – ↑ 6.1M (↑ 10%)
2) VOD – ↑ 1.9M (↑ 7%)
3) Live TV – ↓ 1.2M (↓ 1%)
4) DVR – ↓ 3.0M (↓ 4%)

YoY change in total monthly hours viewed:
1) 
CTV/OTT – ↑ 1.4B (↑ 27%)
2) Live TV – ↑ 792M (↑ 3%)
3) VOD – ↑ 97.4M (↑ 27%)
4) DVR – ↓ 12.4M (↓ 0%)

YoY change in monthly hours viewed per household:
1) 
Live TV – ↑ 30 (↑ 12%)
2) DVR – ↑ 12 (↑ 14%)
2) CTV/OTT – ↑ 8 (↑ 12%)
4) VOD – ↑ 2 (↑ 14%)

YoY change in reach by revenue model:
1) 
Ad-supported – ↑ 4.8M (↑ 9%)
2) Subscription – ↑ 2.8M (↑ 5%)

Share of Smart TV market by manufacture:
1) Samsung – 32%
2) TCL – 14%
3) Vizio – 13%
4) LG – 12%
5) Hisense – 5%
6) Insignia – 5%
7) Sony – 3%
8) Sharp – 3%
9) Other – 13%

More: Comscore: The State of OTT (June 2020)

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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