联网电视报告.docxVIP

Table f C ntents Introduction 3 10 Key takeaways 6 Who are CTV viewers? 9 CTV viewer behaviors and ad-supported programming 18 Purchase decisions 22 Viewer habits 23 Summary: Streaming is mainstream 27 CTV audience snapshot 29 WHAT IS CONNECTED TV AND WHO WATCHES IT? Connected television (CTV) has been considered the new kid on the block since its emergence as an alternative to cable and a way for consumers to free themselves from lengthy contracts . Cord-cutting and cord-shaving have accelerated over the past couple of years and cord-nevers (TV viewers who have never subscri