For 2024, Samsung had advertising reach of 45.54 million smart TV households, with Prime Video at 45.48 million. Far behind these top services were Tubi, Roku Channel and LG.

Forty-three percent of U.S. adults say TV ads are most likely to "influence" them to try a new product/service, vs. 55% of Baby Boomers and 51% of Gen X, a survey finds.

Current monthly consumer costs range from $68 for one service to $98 for five or more services. At the top level of five or more, consumers are only willing to spend one dollar more ($99).

This year CTV will see a 7.7% rise in media time spent per day among U.S. adults 18 years and older by device versus 2024. Mobile -- which still leads all media usage -- will rise more slowly: 1.6%.