{"id":301805,"date":"2021-04-14T04:47:00","date_gmt":"2021-04-14T04:47:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/ctv-youtube-consumer-research\/"},"modified":"2023-07-27T06:05:34","modified_gmt":"2023-07-27T06:05:34","slug":"ctv-youtube-consumer-research","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/ctv-youtube-consumer-research\/","title":{"rendered":"YouTube on CTV: Fast Forward, The Future is Now"},"content":{"rendered":"\n

After witnessing years of growing adoption, connected TV (CTV) has finally accelerated into the forefront of media consumption as consumers\u2019 preferred streaming device. With content creation and audiences increasing by the minute, advertisers are looking to shift budgets away from linear television and toward this modern streaming method.<\/p>\n\n\n\n

Where are consumers looking? YouTube. Consumers are not only streaming YouTube through CTV devices<\/a>, they prefer YouTube to all other ad-supported streaming services on CTV.<\/p>\n\n\n\n

In YouTube on CTV: Fast Forward, The Future is Now, IAS asked consumers how they feel about YouTube content and accompanying ads on CTV devices. The study uncovered consumer use, behaviors, and attitudes associated with watching YouTube content on CTV and their perception of the ad experience.<\/p>\n\n\n\n

Download our YouTube CTV research to find out more.<\/p>\n","protected":false},"excerpt":{"rendered":"

After witnessing years of growing adoption, connected TV (CTV) has finally accelerated into the forefront of media consumption as consumers\u2019 preferred streaming device. With content creation and audiences increasing by the minute, advertisers are looking to shift budgets away from…<\/p>\n","protected":false},"author":1,"featured_media":301806,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[287,290,272,288],"tags":[],"class_list":["post-301805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-uk","category-insights-uk","category-research-uk","category-resources-uk"],"acf":[],"yoast_head":"\nYouTube on CTV: Fast Forward, The Future is Now - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"In our latest YouTube consumer research, IAS asked users how CTV they feel about YouTube content and accompanying ads CTV devices.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/ctv-youtube-consumer-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"YouTube on CTV: Fast Forward, The Future is Now\" \/>\n<meta property=\"og:description\" content=\"In our latest YouTube consumer research, IAS asked users how CTV they feel about YouTube content and accompanying ads CTV devices.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/ctv-youtube-consumer-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-14T04:47:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T06:05:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-760x385-Insider-e1621889893287-min.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"599\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/ctv-youtube-consumer-research\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/ctv-youtube-consumer-research\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"YouTube on CTV: Fast Forward, The Future is Now\",\"datePublished\":\"2021-04-14T04:47:00+00:00\",\"dateModified\":\"2023-07-27T06:05:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/ctv-youtube-consumer-research\\\/\"},\"wordCount\":138,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/ctv-youtube-consumer-research\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/07\\\/Youtube-CTV-760x385-Insider-e1621889893287-min.jpg\",\"articleSection\":[\"Featured\",\"Insights\",\"Research\",\"Resources\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/ctv-youtube-consumer-research\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/ctv-youtube-consumer-research\\\/\",\"name\":\"YouTube on CTV: Fast Forward, The Future is Now - 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