CTV Usage Grows As Viewers Seek Flexibility, More Choices

U.S. consumers said they’re watching more connected television this year than they did in 2023 as they continue to spend less time with traditional cable, satellite and broadcast television, according to a report by LG Ad Solutions, the advertising sales arm of the consumer electronics company.

The percentage of U.S. internet users who have an internet-connected television edged up to 93% this year from 91% in 2023, a sign that the market is reaching a saturation point. Within that group of consumers, 34% said they’re watching less cable, satellite and broadcast TV.

Among the top reasons for preferring streaming are watching at a preferred pace (79%), more programming choices (62%) and ease in discovering content (47%), the survey found.