The Trade Desk this year surveyed more than 4,000 U.S. adults and data showed that nearly half of American TV viewers are cordless. A cordless TV is a Connected TV (CTV), working only via the internet, instead of working via cable.
The Trade Desk predicts cordless TV will become predominant next year in the US.
The Trade Desk says cord-cutting accelerated as television programming such as live sports became unpredictable through the COVID-19 pandemic. The shift to CTV happened majority in the age groups 18 to 34 and 35 to 54 (60 percent and 53 percent respectively).
The survey also revealed that nearly two-thirds of U.S. TV viewers (64 percent) don’t want to spend more than $30 in total per month on streaming services, making free or lower-cost ad-supported services more attractive to consumers.
“We are entering a new TV normal, where new streaming viewing models sit side by side with traditional TV formats,” said Tim Sims, Chief Revenue Officer, The Trade Desk. “From an advertiser’s perspective, this shift presents a tremendous opportunity. They can reach those streaming TV viewers with more precision and accuracy than ever because they can apply data to those TV campaigns in a way that’s not possible with linear. So, it provides incremental reach that’s an important element of a comprehensive TV ad campaign.”
According to the study, more U.S. TV viewers report watching streaming content with ads (44 percent) than without ads (33 percent).