Streaming Is 25% of TV Viewing; 2021 Ad Spend to Hit $9B, Says Resonate
Streaming accounts for a quarter of all TV viewed in the U.S., Resonate reported. Eight million Americans have boosted their streaming viewership during the pandemic, 41% watch through a streaming service, it said Monday, predicting a $9 billion over-the-top video…
Sign up for a free preview to unlock the rest of this article
Export Compliance Daily combines U.S. export control news, foreign border import regulation and policy developments into a single daily information service that reliably informs its trade professional readers about important current issues affecting their operations.
ad spend in 2021. Connecting with streaming viewers is “vital” to business growth, but it’s a “nuanced” audience that’s different from traditional cable TV subscribers, said Resonate. OTT viewers are 141% more likely to watch TV through a streaming device; 52% are female; 24% are 25-34 years old; 24% have annual income of $25,000-$50,000; 33% spend 20-40 hours online per week; and 79% have some college education. The most-watched streaming networks are Netflix (76%), Amazon Prime Video (59%), Disney+ (46%) and Hulu (41%). Some 47% watch via the Roku platform. Half have cable TV; 39% have cut the cord. About 23% have rented three or more streamed movies in the past 90 days; 79% watch TV from 7-10 p.m.; 43% often binge-watch; a third are online on their phone while watching TV; 26% watch TV only on-demand; and 6% are likely to try a new subscription in the next 90 days.