High Penetration Means Slowing Connected TV Growth: TDG
Growth in connected TV households slowed to 1.2% in Q2, with 85% of broadband households now using CTV, TDG emailed Thursday. Broadband households grew 1.35 million in Q2 2020 and by 900,000 a year later. “When products and services near…
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saturation, growth declines to the low single digits and the market becomes a zero-sum game,” said TDG President Michael Greeson. Penetration expansion will come in small increments within the home to additional rooms, he said. In CTV households, some 83% of living/family rooms have the devices vs. 77% a year ago, while CTVs in master bedrooms grew from 41% to 50%, and 22% to 28% in second bedrooms. As consumers upgrade primary TVs, they typically move replaced models to secondary rooms, he said.