As viewers choose value and move to ad-supported streaming, here's what you need to know.
In this year’s flagship update to one of VAB’s most popular insights reports, you’ll see how ad-supported tiers, FAST channels, streaming bundles, and innovative ad formats are reshaping CTV consumer behavior for all audiences – across ages, incomes, and devices.
With nearly 200 million viewers now tuning into ad-supported streaming and 81% calling it a fair trade for free content, CTV advertisers have more scale than ever.
What’s inside the report?
- A shift to ad tiers: Viewers are opting out of pricey ad-free plans
- Cross-demo appeal: Ad-supported streaming resonates across all ages and incomes
- FAST is growing fast: Viewers are spending considerably more time with FAST
- Bundling behavior: Consumers maximize value with streaming bundles
- Ad engagement: Tailored, interactive CTV ads drive meaningful brand outcomes
Why download?
Informed by the latest data from industry leaders like LG Ad Solutions, Tubi, MRI-Simmons, and Innovid, this report delivers timely insights for marketers who are looking to build reach, as well as media platforms who are proving CTV’s value.
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