About two-thirds of the US population are monthly connected TV (CTV) users, reports eMarketer. Young people are more likely to use CTV than older people. Four in 10 US senior citizens are CTV users—whereas CTV usage is about double that, more than 80%, among those ages 25 to 54.
Ad-free services like Netflix and Amazon Prime Video remain streaming juggernauts, but streaming video viewing is also increasing for services featuring advertising. Ad-supported video-on-demand (AVOD) viewers represent close to half of all US internet users.
In September, eMarketer published our first-ever estimates for AVOD viewers. Our AVOD estimate excludes YouTube and other services that rely heavily on user-generated content such as Twitch. Our AVOD estimate includes paid subscription services like Hulu and Paramount+, which feature advertising.
AVOD viewership is expanding because more media companies that own traditional TV networks are investing in streaming (e.g., NBCUniversal’s Peacock, Fox’s Tubi, ViacomCBS’s Pluto TV and Paramount+, WarnerMedia’s HBO Max, and Discovery’s Discovery+).
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