Smart TVs bring OTT to the largest screen in the house, claiming one-third of all OTT viewing hours, approximately 3 billion every month.
According to Adjust data, CTV has great strength in driving potential users through the funnel to down-funnel channels. Research also reveals that people have a much higher ad tolerance when watching TV series, sports, and news.
The data of Interactive Advertising Bureau shows it is estimated 73% media buyers and advertisers are shifting their budgets away from linear TV to CTV and OTT. According to IAB, CTV is expected to lead 2023 digital media spending with 14.4% YoY growth. In India, by 2027, brands will spend $395 million on CTV advertising.