• by Karlene Lukovitz  @KLmarketdaily, September 8, 2021

CTV household growth in the U.S. has plateaued as broadband household growth slows significantly, according to TDG research. 

“Roughly 85% of all U.S. households now subscribe to a high-speed internet service, which speaks to its value in today’s home. However, recent data suggests that the pace of new gains is quickly diminishing," says Michael Greeson, president and principal analyst at TDG. "When products and services near saturation, growth declines to the low single digits and the market becomes a zero-sum game in which one operator’s gains are actually the losses of another.”

In Q2 2020, the number of broadband households increased by 1.35 million. A year later, only 900,000 were added -- a decline of one-third.

The impact on CTV growth: In August, TDG found that 85% of broadband households use a CTV -- up roughly 25% from 2015 but only 1.2% from 2020.

But while new growth in CTV households will come in small increments, there is opportunity in growth in the number of units per home.

Among CTV households, the device’s presence in the home living/family room increased from 77% in 2020 to 83% today.

The most notable increases, however, occurred in the master bedroom (up from 41% to 50%) and second bedrooms (up from 22% to 28%), with penetration in most other rooms also increasing (except for den/game rooms).

For its 11th annual "Benchmarking the Connected Consumer" study, TDG surveyed 2,000 household decision-makers who subscribe to a residential broadband service.