After witnessing years of growing adoption, connected TV (CTV) has finally accelerated into the forefront of media consumption as consumers’ preferred streaming device. With content creation and audiences increasing by the minute, advertisers are looking to shift budgets away from linear television and toward this modern streaming method.
Where are consumers looking? YouTube. Consumers are not only streaming YouTube through CTV devices, they prefer YouTube to all other ad-supported streaming services on CTV.
In YouTube on CTV: Fast Forward, The Future is Now, IAS asked consumers how they feel about YouTube content and accompanying ads on CTV devices. The study uncovered consumer use, behaviors, and attitudes associated with watching YouTube content on CTV and their perception of the ad experience.
Download our YouTube CTV research to find out more.