Connected TV (CTV) now accounts for more than half (51%) of global video impressions — up 10.9% compared to CTV’s 2021 share, according to Innovid’s latest benchmarks report.
CTV accounted for just 31% of total impression share by device in 2019. And on top of its 2021 gain, it was …
Of course, this compilation does not include "linear TV" which in the U.S. accounts for about 80%of the "TV" GRPs available for the combined "linear" and AVOD/FAST medium now constituting the new"TV". If one adds videos seen on digital devices---not TV sets--- then both the "linear" and CTV shares decline, somewhat---but "linear" still diminates by a huge margin----for now.