While internet-connected TVs have long been associated with younger, tech-forward viewers, SpotX latest report on CTV viewership shows the channel has achieved critical mass across demographics in markets around the world.* Findings are also cited from a SpotX and Kantar survey of 7,000 OTT viewers in the Asia-Pacific region conducted in October 2020. Report will be published in 2021.
The tipping point: In the US, 40% of adults are now CTV consumers. In Europe’s biggest markets, there is 50% reach in CTV viewership, representing 61.5 million households. In the APAC region, 68.5% of consumers regularly watch OTT, predominately through mobile devices. However, in more developed markets like Japan, Singapore, and Australia, CTV is gaining popularity.
Age doesn’t matter: CTV audiences are more mature than expected, with a median age of 45 in the US, and 43 in Europe. OTT viewers in APAC are somewhat younger, with a median age of 32.
Skyrocketing growth: In 2018, average daily CTV viewing in the US was 46 minutes. Today, CTV viewers are watching three hours of programming per day, a number that continues to climb during the pandemic. OTT viewers in APAC spend an average of three hours per day watching video content, and the majority reported watching an additional one to two hours since the COVID-19 outbreak began.