Streaming services represented 45% of Non-Linear Ad Views in 1H 2021, according the latest its US Video Marketplace Report released by FreeWheel.
The Comcast company reports the combination of new technologies, pollical tensions and the pandemic have combined to change how viewers engage with and respond to advertising.
Year on year the number of ad views have increased by 50% with connected TV now ahead of TV Everywhere (TVE), Set-Top Box Video on Demand (STB VOD) and Virtual MVPDs (vMVPDs) as a distribution platform.
Connected TV accounts for 60% of total ad views, with Roku and Fire TV devices continuing to lead with 43% and 26% of CTV views, respectively.
“The first half of 2021 was an interesting and pivotal time in terms of viewership trends and how the industry responded. One example was the rise in programmatic transactions, as buyers sought greater flexibility, in this year’s upfronts,” said Comcast Advertising VP of Marketing James Rothwell. “As these new consumer behaviours and advertising tactics become habitual, we’re expecting many of these trends to continue fuelling the pace and development of new technologies, innovations and ways of reaching and engaging viewers.”
Entertainment programming continues to lead the premium TV video ecosystem, with 92% of ad views.
