US viewing patterns are shifting toward digital. This sea change is reflected in our forecasts on CTV viewers, time spent on CTV compared with linear, and cord-cutters. A lack of standardization is hampering efforts to achieve measurability across linear and CTV platforms.
After last year’s heightened level of viewing,time spent with OTT will increase at a slower rate through the end of our forecast period in 2022. This year, OTT viewing will grow by 6.6% YoY to an average of 77 minutes per day. In 2022, time spent with OTT will increase by another 5.6% YoY.