US OTT ad spend accounted for 13% of the total digital ad spending

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 30, 2022, 4:30 AM GMT+0

A Pathmatics study conducted between October 2021 and January 2022 found US OTT ad spend reached $4 billion in only four months.

The study found that OTT ad spend accounted for 13% of the US's $32 billion in total digital ad spending. Between October 2021 and January 2022, OTT also had more than 155 billion impressions in the US.

The most frequently used format on the OTT was video ads of 15-30 seconds. Moreover, nearly half of OTT ad spending was for 30-second videos, while 38% of the spend was on 15-second-long spots.

From Q4 2021 to 2022, the average OTT users in the US streamed more than two hours of content daily across an average of three devices via three different OTT services. In terms of sectors, Financial Services leads with 26% of their ad spend devoted to OTT, followed by the Health & Wellness sector.

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