US viewers spend half of all CTV time watching ad-supported content

Celeste Huang

WARC Media’s latest Global Ad Trends: Media models in flux report looks at the expansion of advertising video-on-demand (AVOD).

Almost half of all connected TV (CTV) viewing time in the US was spent on ad-supported streaming in 2022, according to data from TVision. WARC Media’s latest Global Ad Trends: Media models in fluxreport further explores the expansion of advertising video-on-demand (AVOD) as profitability becomes a priority for CTV companies. 

Nearly 60% of US consumers prefer ad-supported streaming services and the US is forecast to lead online video share of ad spend in 2023 and the US is forecast to lead online video share of ad spend in 2023.

According to TVision,...

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