NEW YORK—Connected TV (CTV) now accounts for over half (51%) of global video impression share, an increase of 10.9% compared to 2021, according to a new report from Innovid that highlights the central role that CTV is now playing in the advertising and video landscape.
“In 2019, CTV accounted for just 31% of total impression share by device,” said Dave Helmreich, chief commercial officer at Innovid. “Today, it accounts for over half of all video impressions – and that share is already up another 3 percentage points in Q1 2023. As TV viewership continues to shift towards streaming, the share of CTV impressions will only continue to grow – and this trend is evident as Upfront buys continue to flow towards CTV inventory.”
