Back to Reality. Key 2024 CTV Viewership Trends and Insights
There are no surprises. Streaming continues to take the lead, and the backlog of other channels is getting bigger. Let’s look closer at the CTV trends and find out how and what audiences watched on TV in 2024.
According to Nielsen's The Gauge report, in September 2024, streaming continued to lead the charge, holding a 41% share of total TV usage as viewers gravitate towards platforms like YouTube, Amazon Prime Video, and Disney+. This shift reflects a steady decline in traditional Cable, which now makes up 26.1% of total viewing time. In comparison, Broadcast accounts for 22.6%, buoyed by seasonal peaks in NFL viewership and political events. The "Other" category rounds out the mix, including gaming consoles and other digital platforms.
These shifts significantly transform CTV viewership trends as streaming captures a larger slice of the pie each year. However, linear TV remains vital, particularly for ad-supported viewing, which continues to deliver significant reach and engagement. For advertisers, the challenge is finding the right balance between these platforms to meet viewers where they are while leveraging each platform's unique strengths. So Brandformance TV approach is still a winning strategy.
Data for September 2024 Source: Nielsen’s The GaugeTM
Pandemic-like viewership returns
The pandemic set unprecedented highs for daily hours of viewing (HOV) on CTV, and surprisingly, those levels are back. Wurl's 2024 CTV Trends Report reveals that daily HOV has steadily increased over the past year, rising 5% from Q3 2023 to Q3 2024, reaching levels comparable to the pandemic's peak. This resurgence indicates a persistent demand for streaming content beyond the lockdown lifestyle. Events like the Paris Olympics or Presidential debates brought people back to the screens.
Why it matters: More time spent in front of the screen means more time for ad placement and content interaction. With daily viewership at these heights, brands can leverage extended exposure, especially during prime viewing hours. And for sure, to advertise on the big screens is crucial.
Platform-specific viewership shifts
Nielsen's The Gauge reports reveal detailed shifts in platform-specific viewing. As of September 2024, Amazon Prime Video exhibited the highest monthly growth among streaming platforms, with viewership up by 12%, driven by NFL Thursday Night Football and popular original series like The Rings of Power. Amazon's share of total TV usage reached 3.6%, matching its platform-best share from the previous year.
YouTube continues to lead with a significant 10.6% share of total TV usage, maintaining its position as the top streaming platform. Meanwhile, Disney+ saw a 5.2% bump in September, reaching a platform-best 2.5% share of TV, boosted by making Hulu content available to package subscribers and the popularity of the show Bluey with over 4.2 billion viewing minutes. Netflix maintained its 7.9% share, and The Perfect Couple emerged as September's top-performing streaming title with 5.5 billion viewing minutes.
Data for September 2024 Source: Nielsen’s The GaugeTM
Why this matters for advertisers: Platform-specific data helps advertisers understand where audiences are most active, guiding platform investment and campaign placement. To monitor these shifts - this is what brands should do to ensure that their ad spending aligns with platforms with high viewership and content that resonates with their target audiences.
Application services data
At the same time, YouTube has almost the same numbers based on data from application services.
For example, in July 2024, according to Nielsen’s platform data, YouTube gained 10.4%, and Simulmedia’s statistics showed that the shares of viewings by application services data were 9/1%.
Data from Nielsen
Data from Simulmedia
Rising session lengths: stickier viewership
Longer sessions have become a hallmark of CTV viewership in 2024. Although session lengths dipped post-pandemic, they are now up nearly 7% compared to last year, Wurl's report said. This shift highlights a growing trend of viewers settling into content for extended periods, suggesting a deepening attachment to CTV platforms. Extended session lengths reflect a shift in user behavior and indicate a stickier viewership, which means audiences are less likely to switch channels or platforms mid-session.
What's driving this trend? Content quality and relevance are undoubtedly factors here. As platforms like Disney+, Netflix, and Amazon Prime expand their libraries, audiences have more reasons to stay glued to the screen. Additionally, content that aligns with user interests—whether themed around popular genres like reality TV or curated into binge-worthy stacks—keeps viewers engaged for longer.
For advertisers: Longer session lengths mean more touchpoints with audiences, increasing the likelihood of ad viewership. Brands should consider ad sequencing strategies to build narratives across sessions and leverage binge-able content for multi-ad exposures.
Ad-supported models grow as viewers shift to FAST channels
The rise of Free Ad-Supported Streaming TV (FAST) channels has fundamentally altered the CTV landscape. Driven by economic pressures and shifting preferences, more viewers are embracing ad-supported content on platforms like Tubi, Pluto TV, and The Roku Channel. According to Wurl, ad load on FAST services peaked in mid-2023 at 9.4 minutes per hour, settling at 9.1 minutes by mid-2024, significantly lighter than traditional TV, which averages 15–18 minutes of ads per hour.
Why FAST Matters: For many viewers, FAST channels offer a low-cost way to access a wide range of content without subscription fees. This model works with a budget-conscious audience, which includes younger viewers and those exploring new genres. As a result, FAST channels are increasing ad viewership and expanding CTV's reach to previously untapped demographics.
The reduced ad load on FAST channels is a double-edged sword for brands. While fewer ads create a better user experience, they also mean fewer ad slots and increased competition for premium placements. To maximize impact, advertisers should create high-quality, engaging ads that capture attention in shorter ad breaks.
Genre trends: Reality TV reigns supreme
Wurl's analysis for 2024 shows that Reality TV content is more frequently scheduled on FAST channels than any other, outperforming dramas, documentaries, and comedies. This trend reflects a shift in programming preferences on ad-supported platforms, where relatable, low-cost productions resonate with broad audiences.
Why genre matters: Genre selection is pivotal in ad placement strategy. Understanding the prevalent genres on CTV can improve targeting and engagement for brands that capture a specific mood or demographic. For example, lifestyle, fitness, or retail advertisers may find high returns in placing ads alongside popular reality TV programs, where audiences are more receptive to relatable and aspirational content.
Date for 2024 Source Wurl, 2024 CTV Trends Report
Ad viewing time is up on streaming
As streaming captures a larger share of ad-supported viewership. In August 2024, Madison and Wall data indicated that streaming ads now account for a 10.3% share of total viewing time, a marked increase from 4.4% in August 2021.
Shift in viewing habits: Ad-free SVOD services like Netflix may still dominate viewership, but the growth in ad-supported tiers and platforms is changing the balance. Disney+ reported a 5.2% rise in viewership by adding Hulu content to its platform for bundled subscribers, leading to increased ad engagement. Hulu commands a significant share of streaming ad time, holding 22% of streaming ad inventory.
For advertisers, this means that while traditional TV remains valuable for its broad reach and most ad-supported viewing is still linear, streaming offers increasingly efficient ad opportunities with more targeted engagement. Brands aiming for maximum impact should consider cross-platform strategies, balancing broad reach on traditional TV with precision targeting on streaming services.
Content discoverability and viewer churn
Content discoverability has become critical as the number of CTV channels and FAST services expands. Despite the vast content library, keeping audiences engaged and preventing churn remains a consistent challenge. Wurl's report emphasizes that practical content discovery tools and themed content streams can help retain users and minimize churn.
For advertisers, content discoverability means that ad placement can become more strategic. Ads placed alongside well-curated, personalized content have a greater chance of resonating with viewers, leading to higher engagement and better brand recall.
The trends shaping CTV in 2024 highlight an industry that is not only maturing but also evolving in response to dynamic viewer preferences and rapid technological progress. Today's audiences spend more time on screens but with a more engaged, selective approach, increasingly open to ads that blend seamlessly with their viewing experience. The ability to gather data, build strategies around it, and pivot in real-time is no longer just advantageous—it's a must-have. As CTV continues to grow, those who can leverage data-driven insights and adapt quickly will be best positioned to capture the attention and loyalty of these discerning viewers.