Industry Insights
Connected TV Viewership Trends Every Advertiser Should Know
Connected TV (CTV) isn't "the future". Most of your audience is already there.
The average U.S. adult watched more than two hours of CTV a day in 2024—with that figure expected to grow 25% by 2026, according to eMarketer.
Connected TV (CTV) is no longer a “future” channel—it’s where your audience is right now. Here’s what advertisers need to know about the latest CTV viewership trends, and how to use them to your advantage.
CTV Viewership Is Mainstream
More than 85% of U.S. households now have at least one CTV device. That means your audience is already streaming—often on the biggest screen in the house.
Audiences Are Cord-Cutting—Fast
Traditional cable subscriptions are dropping, while streaming subscriptions keep rising. For advertisers, that means CTV is now essential for reaching households that may never return to cable.
CTV Audiences Are Engaged
CTV viewers are intentional—they choose what to watch, when to watch, and often do so with friends or family. That means your ads are more likely to be seen, heard, and remembered.
CTV Advertising Is Brand-Safe
Premium CTV platforms like Paramount offer brand-safe environments, show-level reporting, and unskippable ad placements—helping you reach your audience in the right context.
Have questions? Want help getting started? Schedule time with our team to see how easy it is to make CTV work for your business.
