We Are Involved Media

Where service you can trust meets high impact clout.

Involved Connected Audiences Spring 2024 Report: CTV

May 7, 2024 | Involved Media Research Team

It’s crucial for media companies, advertisers, and marketers to not just understand the streaming landscape, but to anticipate changes by making informed decisions about engaging audiences across all platforms.

In an effort to help our brands develop the most effective strategies, Involved Media conducted the Connected Audiences Report in both the United States and Canada, asking consumers about their media habits across linear and connected TV as well as radio and streaming audio.

Key findings from this portion of the study, on CTV, provide insights into the streaming video landscape, the reach of different platforms, and device behavior.

Highlights from the US CTV Study

  • 95% of respondents are streaming any video.
    • • 72% are streaming U-Gens.
    • • 87% are streaming SVODs.
    • • 52% are streaming FASTs.
  • While SVOD viewership represents the largest group of respondents, only 66% are watching SVOD ads.
  • Amazon has successfully leveraged its ad-supported tier and live sports into double-digit growth.
  • FAST channels are losing momentum, with 39% of people who have ever watched a FAST service did not do so in the last month.
  • Linear TV still has the most weekly+ viewers, but YouTube leads in daily viewers.
  • 52% of respondents started using a new streaming video service in the last year, from December 2023.
  • Those with Smart TVs and connected devices are 5-10% more likely to be in the Amazon or Google Universes than the average person.


If you are interested in receiving the full report, send an email to connectedaudiences@involvedmedia.com.

Look out for the Connected Audiences Report: Radio and Streaming Audio webinar, coming later this month.