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State of the Screens

Reaching the Elusive OTT Consumer

By May 23, 2018No Comments

Wi-fi users that watched OTT content in February 2018 (% of total):
1)
Watched OTT content — 59M (63%)
2) Did not watch OTT content — 35M (37%)

Streaming intensity for OTT users:
1)
Light — 50%
2)
Heavy — 50%

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%)

Below is a similar breakdown between age demo:

Exploding revenue: Ad sales on Roku’s OTT platform grew106% YoY and now account for the majority (55%) of its revenue.

More #1: Apple plans to sell video subscriptions through its TV app

More #2: Greenfield: Amazon Poised to Be Most Disruptive Tech Giant

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.