CTV Viewing Hours Grow Nearly 20% In March -- 122 Hours Per Household

Although some recent analysis points to a slowdown in business, U.S. streaming consumption continues to rise by double-digit percentages -- up 19% in March 2022 to 122 hours of connected TV content per U.S. household, according to Comscore.

The measurement company adds that the average CTV viewing days per month now comes in at 21.3 days -- up 3.2 days versus March 2021.

Netflix still commands the biggest share of hours watched per hour per month -- at 43 hours (a 37% share), followed by YouTube at 39 hours (27%); Hulu, 33 hours (16%); Amazon Prime Video, 17 hours (11%); Disney+, 13 hours (5%); and HBO Max, 11 hours (4%).

These top six CTV platforms total 8 billion hours of content watched in March -- out of a total of over 11 billion hours. U.S. homes streaming CTV content are up 6.7% (5.7 million homes) to 85.7 million homes from March 2021.

It says consumers are taking on ad-supported CTV platforms slightly faster than non-ad-supported TV -- growing 29% (77.5 million households) versus 21% for non-ad platforms (77.7 million homes).

All this can benefit the number of average streaming platforms watched per home -- now at 5.4 services a month -- up from 4.7 in March 2021 and 4.7 in March 2020.

Comscore defines CTV as the delivery of digital video to televisions via embedded or set-top box internet-connected devices.

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