The trend: Connected TV (CTV) is expected to pick up US viewership as consumers access ad-supported and subscription streaming services, making the space fertile ground for advertisers.
By the numbers:
Apps soar, browsers fade: Mobile devotees are using apps more than browsers. The popularity of games, podcasts, and social media is influencing this trend, but consumers are also using apps for activities such as shopping, dating, travel, and fitness.
Why these trends matter: The rise of CTV is increasingly drawing advertiser interest; CTV ad spending remains much less than that of traditional TV, but the gap is closing. This year, US advertisers will spend $18.89 billion on CTV, up 33.1% over 2021.
Go further: Read our report on US Time Spent with Connected Devices 2022 for more on our forecast and its implications for marketers.