That Q3 stat is up from 17% reporting the same in Q3 2020.
Does this "no fuss" device really signal "the end of the set-top box"?
Large percentages of TV buyers surveyed by Xandr plan budget increases for DDL, OTT/CTV, addressable and other digital video, but only about half of OTT/CTV budgets are allocated to programmatic buys.
83% report watching streamed TV, versus 81% watching live TV. Heavy live-TV and streaming watchers have both declined, but mid-level streamers have increased significantly.
Just 11% of 18-to-34 TV viewers go first to live TV from traditional pay-TV sources--but their tendency to try new streamers is also driving a decline in Netflix's status as the #1 default streamer.
Overall, 72% of households report regularly using multiple platforms for video viewing, finds new Parks Associates research.
Roughly 40% to 55% of consumers who pay for video/TV content are OK with ads during TV viewing, a TiVo survey indicates.
Roku and Amazon Fire TV devices continued to dominate CTV, with 43% and 26% of ad views, respectively - or more than three-quarters of views combined.
And YouTube now generates as much in ad revenue as Netflix does in subscription revenue.
Disney+, already in 61 countries, will push into South Korea, Hong Kong and Taiwan in November. In the U.S., one of its opportunities lies in building social/video engagement with its exclusive content, new data shows.