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Ad-supported vs. non ad-supported streaming among CTV households in the U.S. 2023

Published by
Julia Stoll,
Oct 12, 2023
According to a recent survey conducted in May 2023, the vast majority of CTV households in the U.S. using Netflix, Disney+, and HBO Max streamed the subscription-based version. Netflix had the highest non ad-supported streaming rate at 83 percent. Meanwhile, the ad-supported plans of other platforms, such as Hulu, Peacock, and YouTube, were more popular than their subscription tiers.

Distribution of connected TV households streaming non-ad-supported and ad-supported content in the United States as of May 2023, by platform

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Release date

September 2023

Region

United States

Survey time period

May 2023

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Statistics on " Connected TV viewership in the United States "

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Overview

6

Device brands and streaming services

5

Consumer behavior

6

Perception of CTV ads

5

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Topics

Ad-supported video-on-demand in the United StatesOnline video usage in the United StatesVideo advertising and marketing worldwideSubscription video-on-demand in the United StatesVideo streaming in Sweden
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