Though the number of CTV users are significantly rising, linear TV is not dead yet.
A recent Leichtman Research Group study found 82% of households in the US have at least one connected TV device. But, 51% of viewers also reported they find traditional TV and streaming services complementary to each other. These numbers indicate that though people’s media habits are evolving, they want both connected TV and linear TV.
With viewers increasingly turning to connected TV devices to watch content, online video is here to stay. But, they also expect brands to deliver cross-platform experiences. As a result, brands need to split their ad dollars between CTV and traditional TV. This is much easier when both devices are treated as an extension of each other.
To be relevant in these evolving times, brands and advertisers must adapt to align strategies and reach consumers where they are. Big CTV players like YouTube have already found a way to bridge the gap between CTV and linear TV by hosting its Brandcast and the TV Upfronts in the same week.
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[4 minute read]