YouTube viewers are pivoting to TV screens as their method of choice for watching content, a trend that experienced significant growth before and during the height of the pandemic. We estimate that 113.1 million US YouTube viewers, 52.8% of total viewers, watched the platform's content on connected TV(CTV) devices in 2020. Those numbers will increase to 130.8 million and 57.7% by 2022.
Digital video viewership in the UK will continue to rise this year. The pandemic has provided a particularly significant impetus for subscription video-on-demand services, while connected TVs have become the consumption device of choice.
The CTV opportunity: Meanwhile, opening its CTV inventory to advertisers allows YouTube to pressure streaming rivals and provide detailed measurements. We expect the number of viewers who watch YouTube on a CTV at least once per month to reach 123.8 million this year, or 55.4% of all YouTube viewers—and that will hit 60.8% by 2025.