Industry Insights
CTV vs Social: Where Audience Attention Lives (and Lasts)
Attention isn’t just a brand metric. It’s a performance driver.
Where people spend time, how they engage, and the mindset they’re in all influence what they remember, how they feel about a brand, and whether they take action later. That’s why marketers are fighting harder than ever for attention… but not all screens are earning it equally.
That gap is what inspired our latest research, CTV vs Social: Where Attention Meets Impact. This new report combines Paramount proprietary research with broader industry findings to explore how attention, brand impact, and performance compare across screens today.
Key Findings From the Report
- Time spent isn’t evenly distributed across screens, and longer sessions change how ads are experienced.
- Brand outcomes vary significantly by environment, especially when it comes to recognition and recall.
- CTV plays a larger role in the full media mix than many plans account for, influencing performance beyond the TV screen itself.
What This Means Going Forward
As more brands plan for 2026, the question isn’t whether CTV or social should win. It’s how each channel earns attention, and how media strategies can better reflect real viewing behavior.
Understanding where attention lives today is the first step. Download the full report to discover:
- How attention, engagement, and viewing mindset differ by screen
- Why premium streaming environments shape brand outcomes
- What advertisers can learn as they rethink their media mix
