The trend: According to our latest forecast, connected TV (CTV) households will hit 115.1 million by next year—more than doubling traditional pay TV households, which will dwindle to 56.6 million.
Why it matters: Pay TV no longer makes sense for many consumers.
Consumption habits evolve: Adult subscription video-on-demand (SVOD) viewers spend half of their streaming TV time watching apps on smart TVs—an increase from 31% in 2015, per Aluma Insights research.
Go further: Read our latest US Connected TV forecast.
First Published on Apr 17, 2023
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