The dramatic rise in global CTV adoption, accelerated by the pandemic, has ushered in new commercial models that are fragmenting the landscape in much the same way that the myriad viewing options are.
Regardless of how you define TV, there’s no mistaking the impact that advancing technology, internet connectivity, mobility, device fragmentation and platform diversity have had on the video industry. The result? A seemingly endless array of content that offers enough variety for even the pickiest of viewers.
According to the August 2020 Nielsen Total Audience Report, streaming among Over The Top (OTT) capable homes accounts for 25% of consumers’ collective time spent with the television.
