Intriguingly, these buyers don't rank measurement inconsistency as a top CTV challenge.
More than two-thirds (65%) of those 50 to 59, 69% of those 60 to 69, and 63% of those 70 and older who stream said that they actually prefer cheaper, ad-supported services over more expensive ad-free services.
But linear will remain a staple in the mix for years to come, and technology and content sharing are starting to blur even the lines between pay-TV and streaming.
CTV's share in this vertical has grown 100% since 2019, as mobile and desktop shares have continued to decline.
Max, the rebranded, combined HBO Max/Discovery+ streamer, seems to be off to a good start -- at least among existing subscribers.
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