Key stat: Over half (54%) of US ad-supported TV viewers who paused content did so for between one and five minutes, long enough to serve a targeted ad, according to April data from Magna Global and DIRECTV Advertising.

Beyond the chart:

• Over a third (34%) of connected TV (CTV) viewers find streaming TV ads useful/helpful for holiday gift info, according to June 2025 data from LG Ad Solutions.
• Almost 8 in 10 (77.1%) of North American adults own smart TVs as of Q4 2024, according to an April 2025 report from TiVo.

Use this chart: Advertisers can use this chart to explore pause ads to reach viewers during natural breaks in attention, without disrupting the content experience. Brands can use these moments for short, contextual creative (refreshing drinks, snack tie-ins, or quick promos) to align with what viewers might actually be doing during the break.

Related EMARKETER reports:

• Time Spent With Connected Devices 2025 (EMARKETER subscription required)
• Gen Z Technology and Media Preferences 2025 (EMARKETER subscription required)

Methodology: Data is from the July 2025 Magna Global and DIRECTV Advertising report titled "The Pause: Reaching TV viewers during can't-miss moments." 2,427 US adults ages 18+ were surveyed during March 20-April 16, 2025. All respondents had watched ad-supported TV in the past 24 hours. Respondents completed an online diary detailing their TV viewing habits over a span of 24 hours.