Recent TV Stats and Trends

Enhance your convergent TV knowledge by looking at these significant statistics and trends.

Cord-cutting steadily increased over the two years since COVID, with older generations (Gen X and baby boomers) opting for subscriptionbased models like their Gen Z and millennial counterparts per GWI.

Also, according to Samba TV, less than 50% of American households watched linear TV each day on average throughout Q3 and Q4 2022. In Q3 2022, the average daily reach decreased to just 55 million viewers — the lowest it had been in the past seven quarters.

Samba TV’s research report also shows the correlation between brand perception and ad frequency. Seeing the same ad 5-10 times per month led to a reported decrease in brand perception by 1 in 3 adults — showing the importance of using frequency caps in TV advertising campaigns.

93% of linear impressions reached 7% of linear impressions reached 55% of U.S. households: 2H 2022 45% of U.S. households: 2H 2022

1 in 3

U.S. adults say that their brand perception decreases after seeing the same ad 5-10 times in a month

146

Avg. number of linear ads seen per day by the top 55% of TV viewers

14

Avg. number of linear ads seen per day by the bottom 45% of TV viewers

Linear TV Viewership Declined From 2020 – 2022 Across All Generations

Digital Video Viewership and Ad Spending Will Continue To Increase

From 2020 – 2022, all generations watched more online TV, with the average time spent daily increasing for each generation. Baby boomers showed the most increased time spent since 2020 with online TV at 17 more minutes daily on average.

This trend is expected to continue. eMarketer predicts by 2024, the time spent viewing digital video will grow and eventually outpace the time spent watching linear TV altogether.

TV* vs. Digital Video**: Average Time Spent in the US, 2020–2024 hrs:mins

per day among population

Meanwhile, digital video advertising will continue going up to an estimated $76.20 billion; Magna Global estimated that AVOD/ OTT advertising will grow by 31.6% this year, but national TV advertising will decline by 6.3%. 2021

2020 TV* Digital video**

Note: ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking; *includes live, DVR, and other prerecorded video (such as video downloaded from the internet but save locally); **includes viewing via desktop/laptop computers, mobile (smartphones and tablets), and other connected devices (game consoles, connected TVs, and OTT devices)

AVOD and FASTs Will Generate the Most Revenue by 2025

For the first time ever, AVODS and FASTs are winning over subscription-based models. Per a Samsung Ads consumer survey, 75% of viewers would switch to a free or lower-cost tier if given the option. Research from the healthcare ad tech firm DeepIntent showed 64% of CTV viewers prefer to watch ads rather than pay more for content.

And by 2025, FASTs are anticipated to generate more advertising revenue compared to cable, broadcast or subscription streaming per TVREV.

Aggregate ad spend: cable, broadcst, FAST, SVOD, 2023–2027

Marketers Will Prioritize CrossPlatform Measurement and Increase Ad Spending in 2023

In late 2022, Ascendant Network surveyed 100 of their members — including brand and agency marketing leaders — to get insights into their plans for converged TV in 2023. In a report presented in partnership with Innovid, respondents revealed plans to increase spending across linear TV, CTV/streaming and digital video this year. Most of those surveyed anticipated an increase in CTV/ streaming ad spending especially.

They also plan to prioritize crossplatform measurement — a necessity in a fragmented TV advertising ecosystem where companies often leverage more than one platform, publisher or approach for their ads.

Marketers expect to spend more on converged TV in 2023

What are your plans for converged TV in 2023? (select all that apply)

Prioritize cross-platform measurement

Increase ad spend for CTV/streaming

Prioritize personalization and advanced creative technology

Increase in-flight optimization for media

Increase in-flight optimization for creative

Increase ad investments across linear TV, CTV/ streaming and digital video

Revamp how I buy linear TV, CTV/streaming and digital video

Source: Innovid/Ascendant Network 2023