The State of CTV: How Retailers are Embracing the Streaming Era


For the first time in July 2022, connected TV (CTV) commanded a bigger piece of the viewing pie — 34.8% — than cable (34.4%) and broadcast (21.6%). The 33% year-over-year increase in CTV viewing from September 2021 to September 2022 was even more remarkable. By the end of 2023, fewer than half of U.S. households (49.5%) will have cable TV, dipping to 42.4% by 2025.

These events are changing the TV advertising landscape for both retail marketers and consumers. With CTV’s ability to target audiences more narrowly, marketers and advertisers will be able to optimize their ad creative and, in turn, deliver the highly relevant and personalized brand experiences consumers expect.

But we’re not quite there yet. In this transitional phase, retailers must determine how to balance CTV and linear TV (LTV); that means they must understand the value of each format, how they can inform and optimize the other, and most of all, how they fit into a much larger omnichannel marketing and advertising mix.

Exploring a relatively new and obviously rising channel is exciting and — let’s be honest — a bit intimidating. To find out where retail brands stand today, MNTN surveyed 100+ marketers at leading B2B, B2C and DTC retail companies across industries. The results offer insight into:

  • How retailers leverage TV in their omnichannel campaign strategies;
  • How they are balancing the use of LTV and CTV to meet their goals;
  • What is holding them back from embracing CTV; and
  • How you can find the right balance for your own TV campaigns.

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