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CONSUMERS
&
BRANDSConnectedTVviewershipintheUnitedStatesCHAPTER
01OverviewNumberofconnectedTVhouseholdsintheUnitedStatesfrom2019to2027(inmillions)NumberofconnectedTVhouseholdsintheU.S.2019-20271401211191171201151131111071039610080604020020192020202120222023*2024*2025*2026*2027*3Description:In2022,111millionhouseholdsintheUnitedStatesusedconnectedTVsatleastoncepermonth.TheforecastsuggeststhatCTVconsumptionwillfurtherincreaseintheyearstocome,with121millionU.S.householdshavingCTVs,suchassmartTVs,streamingdevices,orgamingconsoles,by2027.ReadmoreNote(s):UnitedStates;2019to2022;forecastfrom2023;*Forecast.ReadmoreSource(s):Activate;eMarketer;LeichtmanResearchGroup;USCensusBureauInternet-connectedTVpenetrationrateintheUnitedStatesfrom2014to2023ConnectedTVpenetrationrateintheU.S.2014-2023100%90%80%88%87%82%80%74%74%69%70%60%50%40%30%20%10%0%65%57%50%20142015201620172018201920202021202220234Description:TheconnectedTVpenetrationrateintheUnitedStatesrosetoanalltimehighin2023,with88percentofAmericanhouseholdsowningatleastoneinternet-connectedTVdevice.Since2014,therehasbeenconsistentgrowth,exceptfortheyear2019.However2020indicatesthegrowthreturning,withanincreaseofsixpercentagepointsfrom2019to2020.ReadmoreNote(s):UnitedStates;2014to2023;1770respondents;18yearsandolder;householdswithaTVsetSource(s):DigitalTVNews;LeichtmanResearchGroupDailyTVviewingtimeintheUnitedStatesfrom4thquarter2019to4thquarter2022,byplatform(inminutes)TVviewingtimeintheU.S.2019-2022,byplatformBroadcast136CableTVconnecteddevices160140120100801421141061041038986848467586040200Q42019Q42020Q42021Q420225Description:Inthefourthquarterof2022,themostpopularplatformtoconsumetelevisioncontentintheU.S.wastheCTV,withaviewingtimeof106minutesperdayonaverage.WhilecableandbroadcastTVconsumptionhasbeenfallinginfavorinrecentyears,timespentwatchingTVonconnecteddeviceshasbeenincreasing.ReadmoreNote(s):UnitedStates;Q42019toQ42022;18yearsandolderSource(s):NielsenAveragedailytimespentwatchingTVandconnectedTVintheUnitedStatesfrom2019to2024(inminutes)TVandCTVdailyviewingtimeintheU.S.2019-2024TVCTV25021320719694189105200150100501751151681238259020192020202120222023*2024*6Description:In2022,theaveragedailyTVviewingtimeintheU.S.amountedtoaroundthreehours.WhiletraditionalTVisdeclininginpopularity,thetimespentwatchingappsonconnectedTVdevicesisgrowing.ReadmoreNote(s):UnitedStates;2019to2022;18yearsandolder;forecastfromJune2023;*Forecast.
ThetransferfromhourstominuteswascalculatedbySource(s):eMarketer;MediaPlayNews;TVincludeslive,locallysaved,andnon-digitalviewing.
CTVincludestimespentusing[...]
ReadmoreAveragedailytimespentwatchingvideo-on-demand(VOD)peruserworldwidein2021and2022,bydevice(inminutes)VODconsumptiontimeworldwide2021-2022,bydevice20212022120100806040200101.993.988.487.769.368.258.857.156.353.627.325.7Set-topboxesTVConsolePCTabletSmartphone7Description:During2022,thedailytimespentbyusersworldwideconsumingvideo-on-demand(VOD)contentontheirTVsetsexperiencedasmallincreasecomparedtothecorrespondingperiodin2021.In2022,usersworldwidespentapproximately88.4minuteswatchingVODcontentviaTV,upfromthe87.7minutesperdayrecordedduring2021.ConsumersspentmostoftheirVODtimewatchingcontentviaset-topboxes(STB).ReadmoreNote(s):Worldwide;2021and2022Source(s):NPAWDistributionofdevicesusedtowatchvideo-on-demand(VOD)worldwidein2021and2022VODglobaldeviceshare2021-2022DeviceusageshareTablet
Set-topboxes50%
60%Smartphone30%TVPC40%ConsoleOthers70%0%10%20%80%90%100%2021202244%27%11%5%4%
1%8%37%33%11%5%6%
1%7%8Description:During2022,smartphoneswerethemostuseddevicestowatchvideo-on-demand(VOD)contentforglobalusers,withashareof37percent.Televisionswerethesecondmostuseddevicesforviewersworldwidetoconsumeon-demandvideocontent,reportingausageshareof33percentduringthelastmeasuredyear.ReadmoreNote(s):Worldwide;2021and2022Source(s):NPAWCHAPTER
02DevicebrandsandstreamingservicesHouseholdreachofconnectedTVappsintheUnitedStatesin2ndhalfof2022and1sthalfof2023,byserviceHouseholdreachofconnectedTVappsintheU.S.2022-2023,byserviceH22022H1202370%62.9%60%58.6%60%50%40%30%20%10%0%55%48.9%48.9%47.4%47.2%37.1%
36.9%33%33.1%
33.3%
33%32.4%30%29%26.9%24.1%22.8%NetflixYouTubeHuluAmazonPrime
NativeFASTVideo
appsDisney+MaxPeacockParamount+Tubi10Description:TheCTVstreamingappwiththehighestreachintheU.S.wasNetflixinthefirsthalfof2023,at62.9percent.YouTubecamesecond,followedbyHuluandAmazonPrimeVideo.Paramount+,Tubi,andnativeFASTappsshowedthehighestgrowthratesinhouseholdreachfromthesecondhalfof2022tothefirsthalfof2023.ReadmoreNote(s):UnitedStates;H22022andH12023Source(s):nScreenMedia;TVisionInsightsDistributionoftotalconnectedTVviewinghoursintheUnitedStatesinMay2022andMay2023,bystreamingserviceRankingofvideostreamingserviceintheU.S.2022-2023,byCTVtimeshareShareoftimespentMay2023May202215%0%5%10%20%25%30%26%26%YouTubeNetflix24%21%12%Hulu14%8%AmazonPrimeVideoESPN10%4%4%3%3%Disney+SpectrumTVPeacockTVPlutoTV3%3%3%3%HBOMaxOther4%19%14%11Description:InMay2023,YouTube,Netflix,andHuluoccupiedthevastmajorityofU.S.streamingvideoviewershiptime,withYouTubeviewingmakingup26percentoftotalconnectedTVviewinghours.AmazonPrimeVideoaccountedforeightpercentofCTVviewershiptimeintheU.S.ReadmoreNote(s):UnitedStates;May2022,May2023Source(s):comScore;NextTVNumberofactiveRokuaccountsworldwidefrom3rdquarter2016to4thquarter2023(inmillions)Roku'sactiveaccountsworldwide2016-20239080706050403020100Q3
Q4
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2016
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202312Description:Asofthefourthquarterof2023,Rokureportedatotalofaround80millionactiveaccountsworldwide.Thisfigureisthecompany`shighestactiveusertotalofalltime,astheuserbaseincreasedbynearly20millioninjusttwoyears.
ReadmoreNote(s):Worldwide;Q32016toQ42023Source(s):RokuTotalhoursstreamedonRokuworldwidefrom1stquarter2018to4thquarter2023(inbillions)Rokutotalhoursstreamedworldwidebyquarter2018-2023353025201529.126.725.1
25.123.921.920.920.719.518.31817.41714.814.612.310.99.6Q38.9Q18.8Q21057.3Q46.2Q35.5Q25.1Q10Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q42018
2018
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202313Description:ThetotalhoursstreamedonRokuwasapproximately29.1billioninthefourthquarterof2023.Thenumberofhoursstreamedviathemediaplayermorethanquadrupledbetween2018and2023,showingstronggrowthinuserengagement.
ReadmoreNote(s):Worldwide;Q12018toQ42023Source(s):RokuNumberofactiveaccountsofVizio'sSmartCastplatformfrom2019to2023(inmillions)ActiveaccountsofVizio'sSmartCast2019-2023201816141218.517.415.112.2107.6864202019202020212022202314Description:Vizio'ssmartTVplatformSmartCasthadover18millionactiveaccountsasoftheendof2023.Thismarksagrowthofaroundonemillioncomparedwiththepreviousyear.OneofthekeyservicesofSmartCastisVizio'sownfreead-supportedstreamingplatformWatchFree+whichofferscontentfrompartnerssuchasDisney,SonyPictures,andMGM.ReadmoreNote(s):Worldwide;2019to2023Source(s):VIZIOCHAPTER
03ConsumerbehaviorCTVdeviceandconnectedsmartTVpenetrationrateinTVhouseholdsintheUnitedStatesfrom2015to2023PenetrationofCTVdeviceandconnectedsmartTVinU.S.TVhomes2015-2023ConnectedTVdeviceConnectedSmartTV64%80%70%74%71%62%59%58%60%50%40%30%20%10%0%56%55%23%22%2015202020212022202316Description:ThepenetrationrateofsmartTVsintheUnitedStatesamountedto74percentasof2023andwasthusmorepopularthanconnectedTVdevices.ThepenetrationratesofbothconnectedsmartTVsandconnectedstreamingdevicesinU.S.TVhouseholdsincreasedcomparedwiththepreviousyear.ReadmoreNote(s):UnitedStates;2015to2023Source(s):LeichtmanResearchGroupShareofdailyconnectedtelevisionviewersintheUnitedStatesasofMay2023,byagegroupConnectedTVviewersintheU.S.2023,byagegroup70%63%58%60%50%40%30%20%10%27%0%18-3435-5455+17Description:AsurveyconductedintheUnitedStatesin2023revealedthatmostCTVviewerswerebetweentheagesof18and34years,withnearlytwothirdsofrespondentsusingthesedevicesonadailybasis.Meanwhile,27percentofpeopleagedover55yearswatchedvideosviaconnectedTVseveryday.ReadmoreNote(s):UnitedStates;ApriltoMay2023;1770respondents;18yearsandolder;TVhouseholdsSource(s):LeichtmanResearchGroupDistributionoftimespentviewingconnectedTVintheUnitedStatesin2ndhalfof2022and1sthalfof2023,byplatformtypeTimespentshareonconnectedTVintheU.S.2022-2023,byplatformtypeH22022H1202370%60%50%40%30%20%10%0%66%48%26%19%18%9%8%6%Ad-supportedvMVPDSVODOther*18Description:Inthefirsthalfof2023,AmericansspentmostoftheirtimewatchingconnectedTVappsonad-supportedservices,withashareof66percent.Virtualmultichannelvideoprogrammingdistributors(vMVPDs),suchasHulu+LiveTVorFuboTV,werethesecondmostpopularplatformsamongCTVusers.Whilead-supportedservicesweregrowinginpopularityamongCTVusersbetweenthesecondhalfof2022andthefirsthalfof2023,theshareoftimespentwatchingSVODcontentonCTV[...]
ReadmoreNote(s):UnitedStates;H22022andH12023;5,000households;*Incl.gaming,music,andsocialmedia.ReadmoreSource(s):TVisionInsightsDistributionoftimespentconsuminglinearTVandconnectedTVintheUnitedStatesin2022,bygenerationBreakdownoflinearTVandCTVtimespentintheU.S.2022,bygenerationLinearTVCTV60%50%40%30%20%10%0%50%32%32%25%21%12%8%7%5%5%2%2%GenAlphaGenZMillennialsGenXBabyboomersPost-war19Description:Asurveyfromthefirsthalfof2022intheU.S.foundthatbabyboomerswerethegenerationthatwatchedlinearTVmost,withashareof50percentofthetotallinearTVconsumptiontime.Incomparison,bothmillennialsandbabyboomersspentthemosttimewatchingcontentonconnectedTVdevices.ReadmoreNote(s):UnitedStates;January1toJune30,2022;5,000households;2yearsandolderSource(s):TVisionInsightsOpiniononwhetherpersonalizedrecommendationsonconnectedTVareusefulintheUnitedStatesin2023AttitudestorecommendationsonCTVsintheU.S.202360%50%50%40%30%20%10%0%40%10%FindCTVrecommendationsusefulDonotfindCTVrecommendationsusefulWishtheyreceivedrecommendations20Description:Accordingtotheresultsofastudyofviewerbehaviorconductedin2023amongU.S.households,themajority,namely50percentofrespondentsfindrecommendationsandcontentsuggestionsonconnectedTVshelpful.Meanwhile,40percentofpeopleintervieweddonotfindthemuseful.ReadmoreNote(s):UnitedStates;2023;over500householdsSource(s):AmagiCorporationNumberofhouseholdswatchingtheSuperBowlonconnectedTVintheUnitedStatesin2022and2023(inmillions)NumberofSuperBowlviewersonconnectedTVintheU.S.2022-2023GameHalftimeshow40353025201510536.536.728.728.502022202321Description:Around36.7millionU.S.householdswatchedthe2023SuperBowlgame,whichmarkedalittlegrowthfromthepreviousyear.Bycontrast,thehalftimeshowhadasmalleraudiencein2023comparedwith2022.
ReadmoreNote(s):UnitedStates;2022,2023;25millionCTVs,linearandstreamingTVconsumptionSource(s):GlobeNewswire;SambaTVCHAPTER
04PerceptionofCTVadsNumberofconnectedTVhouseholdsstreamingvideoservicesintheUnitedStatesfromMay2021toMay2023,byplatform(inmillions)VideostreamingaudienceintheU.S.2021-2023,byplatformNonad-supported78.4Ad-suppoted78908070605040302010083.781.174.171.4May2021May2022May202323Description:Forthefirsttime,thenumberofCTVhouseholdsstreamingad-supportedservicesintheU.S.washigherthanthatofnonad-supportedcontentinMay2023.Whiletheaudiencegrowthrateofsubscription-basedserviceshassloweddownrecently,thenumberofad-supportedvideostreamingviewershasincreasedatafasterpace.ReadmoreNote(s):UnitedStates;May2021toMay2023Source(s):comScore;DigitalTVNewsDistributionofconnectedTVhouseholdsstreamingnon-ad-supportedandad-supportedcontentintheUnitedStatesasofMay2023,byplatformAd-supportedvs.nonad-supportedstreamingamongCTVhouseholdsintheU.S.2023Non-adsupportedcontentAd-supportedcontentUnkown100%90%80%70%60%50%40%30%20%10%0%2%3%3%5%5%7%8%11%12%60%14%18%22%47%42%68%58%82%76%83%76%73%33%29%28%17%17%NetflixDisney+HBOMaxHuluParamount+Discovery+PeacockTwitchYouTube24Description:AccordingtoarecentsurveyconductedinMay2023,thevastmajorityofCTVhouseholdsintheU.S.usingNetflix,Disney+,andHBOMaxstreamedthesubscription-basedversion.Netflixhadthehighestnonad-supportedstreamingrateat83percent.Meanwhile,thead-supportedplansofotherplatforms,suchasHulu,Peacock,andYouTube,weremorepopularthantheirsubscriptiontiers.ReadmoreNote(s):UnitedStates;May2023Source(s):comScore;StreamTVInsiderLeadingaudience-relatedbenefitsofconnectedTVandover-the-topadvertisingaccordingtomarketersintheUnitedStatesinMarch2022Topaudience-relatedbenefitsofCTVandOTTadvertisingintheU.S.2022Shareofrespondents0%5%10%15%20%25%30%35%40%40%45%PrecisionaudiencetargetingExtendedreachforlinearTVcampaignsCapturesdecliningTVaudiences39%38%ProvidesthebenefitsofTVwithdigitalcapabilitiesReachesahighlyengagedopt-inaudienceSolutiontomobile/desktopprivacychanges34%34%18%25Description:AccordingtoasurveyconductedamongmarketersintheUnitedStatesinMarch2022,40percentofrespondentssaidprecisionaudiencetargetingwasthemainaudience-relatedbenefitofconnectedTV(CTV)andover-the-top(OTT)advertising.Thiswasfollowedby39percentofrespondentscitinganextendedreachforlinearTVcampaigns,whilecapturingdecliningTVaudiencescompletedthetopthreeleadingbenefits,with38percent.ReadmoreNote(s):UnitedStates;March7to14,2022;151respondents;amongadagencyorbrandmarketersinvolvedindec
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