While global CTV view time fell in Q4 2021, mobile and smart TV view time rose

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 24, 2022, 6:35 AM GMT+0

Viewing time on mobile phones and tablets increased by 17% and 5%, respectively.

Global viewing time on connected TV (CTV) decreased for the first time in Q4 2021, according to a Conviva report. While global view time on CTV and gaming consoles fell by 2% and 16% respectively, view time on Smart TV rose by 37%. Nonetheless, big screens claimed more than 50% share of viewing in every region, except Asia.

The largest share of big-screen viewership is in North America, at 83%. The report also found that streaming viewing times have grown globally, with a 61% rise in view time in South America. Oceania (54%), Africa (51%) and Europe (20%) follow South America.

A separate survey by Audience Project found that 44% of US respondents say they imagine themselves continuing to watch linear TV in five years. The corresponding numbers for viewers in the UK and Germany are 47% and 45%. About 90% of US consumers feel that they had seen the same ads too many times. Similarly, 70% of UK viewers claim linear TV ads were irrelevant to them.

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