Streaming accounted for 45 per cent of first half non-linear ad views

27 August 2021

There has been a shift in how people watch video with the growth of CTV viewership.

There has been a shift in how people watch video with the growth of CTV viewership.

Streaming services comprised 45 per cent of non-linear ad views in the first half of this year, according to a FreeWheel report.

Additionally, fueled by buyers seeking flexibility, programmatic also emerged as a main theme during this year’s upfronts, as evidenced by its 84 per cent year-on-year (YOY) growth. This is expected to remain a key trend moving forward, said FreeWheel[1], a Comcast[2] company in its U.S. Video Marketplace Report (VMR).

“As these new consumer behaviors and advertising tactics become habitual, we’re expecting many of these trends to continue fueling the pace and development of new technologies, innovations and ways of reaching and engaging viewers,” said a statement carried on Business Wire[3].

The report’s key findings include:

“The first half of 2021 was an interesting and pivotal time in terms of viewership trends and how the industry responded. One example was the rise in programmatic transactions, as buyers sought greater flexibility, in this year’s upfronts,” said Comcast Advertising VP of Marketing James Rothwell. “As these new consumer behaviors and advertising tactics become habitual, we’re expecting many of these trends to continue fueling the pace and development of new technologies, innovations and ways of reaching and engaging viewers.”

Endnotes:
  1. FreeWheel: https://www.freewheel.com/
  2. Comcast: https://www.signmedia.ca/publications/de/201802?page=61
  3. Business Wire: https://www.businesswire.com/
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