TVvs.Digital Video: OTT Video Service Usage Drives More CTV Gains, TV Resumes Its Pre-Pandemic Decline. Time spent with linear TV and digital video got a boost from the pandemic in 2020. But TV’s 2020 growth was a blip in a long progressive decline that began in 2012. For digital video, gains followed years of growth amid consistent viewer migration to OTT streaming video services.
CTV ad inventory isn’t a subset of linear TV, since they are bought and executed in very different manners, but budget diversion from linear to CTV will boost the TV market as a whole in the long term. In terms of overall advertising on TV screens, CTV will capture about a quarter share of spending this year. Ad-Supported vs. Subscription Streaming.
Weekly time spent streaming video increased 18% year over year, matching an 18% rise in the amount of available content. The percentage of consumers who subscribed to four streaming services increased from 8% in 2019 to 18% in 2022.