CTV viewing hours rise 21%
73% of U.S. households now stream, up from 69% in 2022. Streaming trends from Comscore's State of Streaming report.
Hours of connected TV viewing increased 21% in May 2023 compared to May 2022, according to Comscore’s latest State of Streaming report.
The percentage of TV watchers who stream has also continued to rise — 73% of U.S. households now stream, up from 69% in 2022. CTV ad spend also continues to grow rapidly.
Why we care. These data buttress the case for moving ad dollars from linear TV to alternatives, including CTV and online video. The growing reach, hours spent viewing, and additional targeting capabilities of CTV make it all but certain that ad spending will continue growing.
Hours on streaming. Combined, hours of CTV and online video viewed exceed linear TV hours viewed from January 2022 to January 2023. CTV and online video compete most directly with linear TV for ad dollars. Consumers are spending a total of 131 billion hours on CTV and another 125 billion on online video.
Top streaming services. The top six streaming services are streamed in at least one-third of U.S. households. Here’s how they rank in reach and hours watched in May 2023.
CTV share. Marketers who value CTV’s targeting capabilities should take note of where audiences are dividing their time. In the last year, Netflix has introduced ad-supported streaming options, but they’ve also dropped 5% in share of CTV hours.
Linear TV providers are now offering CTV options too. Comscore found that three CTV services offered by linear TV providers placed in the top ten in hours viewed per household. Spectrum CTV was highest at 3%.
Smart TVs. Smart TVs are now dominant in delivering CTV streaming to consumers, according to Comscore. Total households that stream content via Smart TVs have increased 23% since 2021.
Dig deeper: Roku introduces branded HD and 4K smart TVs
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