{"id":301816,"date":"2021-07-08T09:13:14","date_gmt":"2021-07-08T09:13:14","guid":{"rendered":"https:\/\/integralads.com\/insider\/ctv-research-fast-forward-the-future-is-now\/"},"modified":"2023-07-27T05:35:48","modified_gmt":"2023-07-27T05:35:48","slug":"ctv-research-fast-forward-the-future-is-now","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/","title":{"rendered":"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, 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 research 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 Fast Forward, The Future is Now 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":301817,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[281,272],"tags":[],"class_list":["post-301816","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-video-uk","category-research-uk"],"acf":[],"yoast_head":"\nCTV: Fast Forward, The Future is Now - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"CTV has accelerated into the forefront of media consumption as consumers\u2019 preferred streaming device. Discover insights from our CTV research\" \/>\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-research-fast-forward-the-future-is-now\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CTV: Fast Forward, The Future is Now\" \/>\n<meta property=\"og:description\" content=\"CTV has accelerated into the forefront of media consumption as consumers\u2019 preferred streaming device. Discover insights from our CTV research\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-08T09:13:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T05:35:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-research.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1974\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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-research-fast-forward-the-future-is-now\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"CTV: Fast Forward, The Future is Now\",\"datePublished\":\"2021-07-08T09:13:14+00:00\",\"dateModified\":\"2023-07-27T05:35:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/\"},\"wordCount\":141,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-research.png\",\"articleSection\":[\"CTV & Video\",\"Research\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/\",\"url\":\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/\",\"name\":\"CTV: Fast Forward, The Future is Now - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-research.png\",\"datePublished\":\"2021-07-08T09:13:14+00:00\",\"dateModified\":\"2023-07-27T05:35:48+00:00\",\"description\":\"CTV has accelerated into the forefront of media consumption as consumers\u2019 preferred streaming device. Discover insights from our CTV research\",\"breadcrumb\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#breadcrumb\"},\"inLanguage\":\"en-gb\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#primaryimage\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-research.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-research.png\",\"width\":1974,\"height\":1000,\"caption\":\"CTV research\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/integralads.com\/uk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"CTV: Fast Forward, The Future is Now\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/integralads.com\/#website\",\"url\":\"https:\/\/integralads.com\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/integralads.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-gb\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/integralads.com\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\/\/integralads.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\",\"name\":\"IAS TEAM\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"caption\":\"IAS TEAM\"},\"description\":\"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.\",\"sameAs\":[\"https:\/\/integralads.com\"],\"jobTitle\":\"TEST\",\"url\":\"https:\/\/integralads.com\/uk\/insider\/author\/ias2023\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"CTV: Fast Forward, The Future is Now - Integral Ad Science","description":"CTV has accelerated into the forefront of media consumption as consumers\u2019 preferred streaming device. Discover insights from our CTV research","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/","og_locale":"en_US","og_type":"article","og_title":"CTV: Fast Forward, The Future is Now","og_description":"CTV has accelerated into the forefront of media consumption as consumers\u2019 preferred streaming device. Discover insights from our CTV research","og_url":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/","og_site_name":"Integral Ad Science","article_published_time":"2021-07-08T09:13:14+00:00","article_modified_time":"2023-07-27T05:35:48+00:00","og_image":[{"width":1974,"height":1000,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-research.png","type":"image\/png"}],"author":"IAS TEAM","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS TEAM","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/"},"author":{"name":"IAS TEAM","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399"},"headline":"CTV: Fast Forward, The Future is Now","datePublished":"2021-07-08T09:13:14+00:00","dateModified":"2023-07-27T05:35:48+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/"},"wordCount":141,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-research.png","articleSection":["CTV & Video","Research"],"inLanguage":"en-gb"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/","url":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/","name":"CTV: Fast Forward, The Future is Now - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-research.png","datePublished":"2021-07-08T09:13:14+00:00","dateModified":"2023-07-27T05:35:48+00:00","description":"CTV has accelerated into the forefront of media consumption as consumers\u2019 preferred streaming device. Discover insights from our CTV research","breadcrumb":{"@id":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#breadcrumb"},"inLanguage":"en-gb","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/"]}]},{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-research.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Youtube-CTV-research.png","width":1974,"height":1000,"caption":"CTV research"},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/uk\/insider\/ctv-research-fast-forward-the-future-is-now\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/uk\/"},{"@type":"ListItem","position":2,"name":"CTV: Fast Forward, The Future is Now"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-gb"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399","name":"IAS TEAM","image":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","caption":"IAS TEAM"},"description":"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.","sameAs":["https:\/\/integralads.com"],"jobTitle":"TEST","url":"https:\/\/integralads.com\/uk\/insider\/author\/ias2023\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301816","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/comments?post=301816"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301816\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media\/301817"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media?parent=301816"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/categories?post=301816"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/tags?post=301816"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}