Connected TV Usage Remains Above Pre-COVID-19 Levels as Traditional TV Viewing Normalizes

Big question #1: How much has streaming grown during the lockdown?

Weekly hours spent watching CTV/OTT (WoW growth) according to Nielsen:
1) 3/2 – 2.7B 
2) 3/9 – 2.9B (↑ 7%)
3) 3/16 – 3.8B (↑ 31%)
4) 3/23 – 3.9B (↑ 3%)
5) 3/30 – 3.9B (↑ 0%)
6) 4/6 – 3.9B (↑ 0%)
7) 4/13 – 3.8B (↓ 3%)
8) 4/20 – 3.7B (↓ 3%)
9) 4/27 – 3.6B (↓ 3%)
10) 5/4 – 3.5B (↓ 3%)

Share of U.S. homes w/ CTV/OTT device according to Leichtman Research Group:
1) 2010 – 24%
2) 2015 – 57%
3) 2018 – 74%
4) 2020 – 80%

Big question #2: How much has ad-supported streaming grown during the lockdown?

YoY increase in CTV/OTT ad inventory according to The Trade Desk:
1) February – ↑ 35%
2) March – ↑ 57%
3) April – ↑ 54%

Share of CTV viewing time in 2020-Q1 according to Hedgeye:
1) Roku – 44%
2) Fire TV – 19%
3) XBOX – 10%
4) Apple TV – 8%
5) Other – 7%
6) Chromecast – 6%
7) Playstation – 5%
8) Samsung – 1%

Connected TV ad spend (YoY growth) according to eMarketer:
1) 2019P – $7B (↑ 38%)
2) 2020P – $9B (↑ 28%)
3) 2021P – $11B (↑ 22%)
4) 2022P – $12B (↑ 16%)
5) 2023P – $14B (↑ 13%)

More #1: ‘Hard to figure out the best route’: Ad buyers wrestle with how to buy connected TV ads

More #2: The Trade Desk CEO Jeff Green on Google, Netflix and the death of linear TV

More #3: Connected TV advertisers gravitate to multi-DSP model as Amazon, Roku push their own bidders

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