Have paid streaming services peaked? IAS explores CTV preferences

We’ve all been there: it’s Saturday night, you have popcorn in one hand and a remote in the other, and you’re ready to watch something. The only problem? You can’t decide what.

While browsing streaming services like Netflix and Hulu has become the evening standard, you may not realize that the vehicle for your binge-watching behaviors is more than likely a connected TV device. In our recent study, IAS found that 88% of consumers surveyed have access to a connected TV device. Even more interesting: 59% prefer connected TV for streaming.

But when subscriptions start to add up, how will consumers continue to stream content? We asked 1,270 consumers about their connected TV usage and preferences as the Streaming Wars rage on.

IAS is the first and only partner to work directly with the largest video publishers to validate that video ads are played to completion, free from invalid traffic, on CTVs. Learn more about our CTV and Unified Video tag solutions now.