In the ever-evolving landscape of entertainment & media consumption, traditional linear TV is experiencing a significant shift as Connected TV (CTV) gains traction. Recent data sheds light on the growing dominance of CTV over linear TV. While CTV is making a huge splash in the media world, there are still circumstances where linear TV is recommended. Below read more about why many businesses are making the transition from linear TV to CTV.

The Decline of Linear TV Viewership

Linear TV’s share of viewership has fallen below 50% for the first time. This marks a pivotal moment in the history of entertainment as audiences increasingly opt for more flexible, on-demand, & personalized content consumption options. The decline in linear TV is directly correlated to this surge in CTV usage.

On-Demand Accessibility

CTV offers viewers the convenience of accessing content at their own pace. The ability to binge-watch entire series, pause & resume shows, & explore a wide range of genres is reshaping how audiences engage with entertainment. As of July 2023, users are spending most of their time on YouTube (9.2%) & Netflix (8.5%).

Personalized Experience

CTV platforms employ advanced algorithms to curate content recommendations based on individual preferences. This level of personalization enhances user satisfaction & engagement, making CTV a more attractive option compared to traditional linear TV. Plus on the advertising side, advertisers are leveraging the interactive nature of CTV to create targeted, relevant ads that resonate with viewers adding to this sense of personalization. CTV’s data-driven approach allows for precise ad placements and better ROI on advertising campaigns.

The shift towards CTV presents a multitude of opportunities for advertisers & marketers to connect with audiences in new & innovative ways. As traditional TV’s reach dwindles, investing in CTV advertising becomes a strategic move to reach a fragmented audience that is actively seeking engaging content. CTV offers the ability to hyper target ads, interactive ad formats & measurable insights. All of these features work to better optimize campaigns & drive results.