Consumers are increasingly spending more time watching YouTube content on CTV

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 06, 2020, 11:33 AM UTC

According to Collab, the average view time on CTV is 7.26 minutes, as opposed to 3.61 minutes on mobile and 5.74 minutes on desktop.

Users are spending more time, on average, viewing videos when watching on connected TV as opposed to other devices. CTV represented 34% of the time people spent watching YouTube videos in 2020 Q3, up from 27% in 2019 Q4.

Despite the growth in CTV’s share of YouTube viewership, mobile remains the dominant device type with 41% of consumers’ total watch time. This puts YouTube creators in a dilemma between prioritising strategies for CTV over mobile devices.

YouTube does not break out ad prices by device type, making it challenging to gauge CTV’s monetisation impact. “So we want to make sure we have the data before we recommend any changes,” said Dave Rosner, EVP and head of marketing at Collab.

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