New Wurl Report Finds CTV Engagement is Growing, Meeting Peak-Pandemic Highs

Wurl a leader in the CTV industry today published The CTV Trends Report 2024 amp8211 a new datadriven study that looks at shifts across both the content and ad experience on connected TV taking shape this year The indepth report reveals metrics on sessions ad load and viewership in order to provide streamers and content providers with insights that can help inform business decisionsamp8220As one of the largest operators of FAST free adsupported streaming TV channels and a leader from the very beginning in this space Wurl is in a unique position to recognize viewership habits and help our streamers and publishers develop strategies to engage their audiencesamp8221Post thisThis latest trends report from Wurl comes as the evolving CTV landscape continues to grow increasingly complex With more streaming content now available than ever before both publishers and marketers must prioritize the modern viewer experience and understand how key trends surrounding viewer behavior can impact their business strategies amp8211 including how shifts toward CTV are influencing engagement and where the industry stands postpandemicamp8220As one of the largest operators of FAST free adsupported streaming TV channels and a leader from the very beginning in this space Wurl is in a unique position to recognize viewership habits and help our streamers and publishers develop strategies to engage their audiencesamp8221 said Ron Gutman CEO Wurl amp8220While our latest insights show viewer engagement on CTV climbing growth isnamp8217t where it used to be as discoverability challenges with the EPG and user experience persist signaling an opportunity for greater innovation on the mediumamp8221Key takeaways from the report includeAverage daily hours of viewing are increasing After experiencing a rise during COVID19 from 2020 to 2022 amp8211 and a slight decline thereafter amp8211 average daily HOV is seeing an uptick in 2024 up 5 in Q3 2024 compared to Q3 2023CTV is slowly growing stickier Churn rates have largely stabilized and seen a slight downward trend over the past three yearsViewers are watching for longer After experiencing a postpandemic dip the average session length of CTV viewers is up nearly 7 in Q3 2024 compared to the same quarter last yearHoliday channels perform exceptionally well During December viewership on holiday channels unsurprisingly increases to four times that of other months though 25 of viewers continue to watch holiday content throughout the summerAd fill rate is cyclical and experiences seasonal variations 2024 fill rates are noticeably lower as compared to previous years likely due to an explosion of supply in the marketLearn more about Wurl and read the full report The CTV Trends Report 2024 herePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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New Wurl Report Finds CTV Engagement is Growing, Meeting Peak-Pandemic Highs

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Peter Crofut

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New Wurl Report Finds CTV Engagement is Growing, Meeting Peak-Pandemic Highs

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