Hours of connected TV viewing increased 21% in May 2023 in comparison with May 2022, in line with Comscore’s latest State of Streaming report.
The percentage of TV watchers who stream has also continued to rise — 73% of U.S. households now stream, up from 69% in 2022. CTV ad spend also continues to grow rapidly.
Why we care. These data buttress the case for moving ad dollars from linear TV to alternatives, including CTV and online video. The growing reach, hours spent viewing, and extra targeting capabilities of CTV make all of it but certain that ad spending will proceed growing.
Hours on streaming. Combined, hours of CTV and online video viewed exceed linear TV hours viewed from January 2022 to January 2023. CTV and online video compete most directly with linear TV for ad dollars. Consumers are spending a complete of 131 billion hours on CTV and one other 125 billion on online video.
Top streaming services. The top six streaming services are streamed in not less than one-third of U.S. households. Here’s how they rank in reach and hours watched in May 2023.
CTV share. Marketers who value CTV’s targeting capabilities should pay attention to where audiences are dividing their time. In the last 12 months, Netflix has introduced ad-supported streaming options, but they’ve also dropped 5% in share of CTV hours.
Linear TV providers at the moment are offering CTV options too. Comscore found that three CTV services offered by linear TV providers placed in the highest ten in hours viewed per household. Spectrum CTV was highest at 3%.
Smart TVs. Smart TVs at the moment are dominant in delivering CTV streaming to consumers, in line with Comscore. Total households that stream content via Smart TVs have increased 23% since 2021.
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