The oldest screen in the house is new again: Understanding the rise of connected TV

Connected TV (CTV) is transforming how we watch TV and making the oldest screen in our homes new again. On the back of rising digital video consumption, people are using CTV to stream their favourite digital content, from sports to live concerts, for a more immersive viewing experience on the big screen in living rooms.

This transformation is happening on an immense scale. Nearly half of all global video impressions happen on CTV today, according to a 2021 study. Moreover, people are watching over 700 million hours of YouTube content on this big screen in their homes every day.

But why do people love CTV, and what does it mean for the future of TV? Hit play to learn the reasons as we unpack the top three CTV viewing trends and show you why this digital video consumption trend is here to stay.