The majority of premium OTT viewing is on CTV devices like Roku or smart TVs that connect directly to the internet. Conviva found that 65% of streaming OTT viewing occurred on these devices in Q3 2020, compared with 10% on mobile and 5% on tablets.

But in 2021, more OTT video should occur on mobile for three reasons. First, ad-supported video-on-demand (AVOD) platform revenues are expected to grow. Second, people will begin to move around more post-pandemic, which should increase mobile viewing. Finally, better cellular networks, including early 5G, and better download options will make the mobile viewing experience better.

Read More:

• Programmtic CTV ad spend to grow more than a third in 2020
• How big the CTV ad fraud problem actually is
• CTV ad fraud schemes like the one Oracle exposed will become more common—but that won’t affect marketers’ spend

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