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What does the TV industry look like in 2024 as we see a continued growth of CTV in 2024?
A Transformational Journey from Traditional to Streaming
Image of modern living room with a large TV screen displaying a streaming service
modern living room with a large TV screen displaying a streaming service

The television industry is undergoing a seismic shift, driven by the rapid adoption of CTV (Connected TV) technology. CTV, which encompasses streaming devices like Roku, Fire TV, and Apple TV, has surpassed traditional linear TV viewership, marking a transformative moment in the way we consume and engage with video content.

CTV’s Unprecedented Growth

CTV’s ascent is undeniable. In 2023, CTV ad spend reached an estimated $21.6 billion in the United States alone, a staggering 56% increase from the previous year. This growth is expected to continue unabated, with CTV projected to account for 70% of all TV ad spending by 2028.

Several factors contribute to CTV’s meteoric rise. The proliferation of connected devices, coupled with the growing popularity of streaming services, has created a vast audience eager for on-demand, personalized content. Additionally, CTV offers advertisers unparalleled targeting capabilities, allowing them to reach specific audiences based on demographics, interests, and behaviors.

The Transformation of TV Advertising

The dominance of CTV has compelled advertisers to adapt their strategies, embracing a more data-driven approach to reach their target audience. This shift has led to the emergence of innovative ad formats, such as shoppable ads that enable viewers to make purchases directly from the ad itself, and interactive ads that allow viewers to engage with the content in real-time.

A Future of Omnichannel Marketing

CTV is not replacing traditional linear TV; rather, it is complementing it within an omnichannel marketing strategy. Advertisers are recognizing the value of reaching their audience across multiple platforms, including CTV, social media, and mobile. This approach allows for a more cohesive and effective brand experience.

The Rise of FAST Channels

Fueled by the popularity of CTV, Free Ad-Supported Streaming (FAST) channels have emerged as a significant force. FAST channels offer a curated selection of ad-supported content, providing viewers with a compelling and engaging alternative to traditional linear TV.

The Impact of AI and Machine Learning

AI and machine learning are playing an increasingly important role in CTV advertising. These technologies are enabling advertisers to analyze vast amounts of data to gain deeper insights into viewer behavior and preferences, allowing for more targeted and effective ad campaigns.

The Convergence of TV and Digital

The lines between traditional TV and digital are blurring, with viewers increasingly consuming content across multiple devices and platforms. This convergence presents both challenges and opportunities for advertisers, who must adapt their strategies to reach this omnichannel audience.

Embracing the Future of TV

The TV industry is undergoing a profound transformation, driven by the rise of CTV and the convergence of TV and digital. Advertisers, content creators, and viewers alike must embrace this change to thrive in the dynamic and ever-evolving world of video consumption.

In conclusion, CTV is revolutionizing the TV industry, offering a more personalized, interactive, and data-driven experience for both viewers and advertisers. As CTV continues to grow, its impact on the broader media landscape will only become more pronounced. Advertisers, content creators, and viewers alike must adapt to this new reality to remain relevant and successful in the years to come.