comScore: The Next Frontier in OTT

CTV/OTT viewing households by year according to comScore (YoY growth):
1) 2016–44.0M
2) 2017–50.8M (↑ 15%)
3) 2018–59.3M (↑ 17%)
4) 2019–63.8M (↑ 7%)

CTV/OTT household reach % by year:
1) 2017–31%
2) 2018–37%
3) 2019–42%

CTV/OTT time spent by network type:
1) Netflix/YouTube/Hulu/Amazon — 79%
2) Everything else — 21%

Flashback: comScore: State of OTT

CTV/OTT ad spend by year according to Magna Global:
1) 2018 — $2.7B
2) 2019 — $3.8B (↑ 41%)
3) 2020 — $5.0B (↑ 32%)

Video: Connected TV Is Huge, Now Connect The Dots: Nielsen’s Ferguson

More: CTV Data Is Massively Fragmented: Here Are Three Ways The Industry Is Stitching It Back Together