{"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<p class=\"wp-block-paragraph\">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<p class=\"wp-block-paragraph\">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<p class=\"wp-block-paragraph\">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<p class=\"wp-block-paragraph\">Download our Fast Forward, The Future is Now research to find out more.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8230;<\/p>\n","protected":false},"author":22,"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":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>CTV: 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 Marketing\" \/>\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 Marketing\" \/>\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 Marketing\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/7385283b34c18807943c65833f585b49\"},\"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 &amp; 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. 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