The new CTV Trends Report is out now – get the latest data!

The connected TV (CTV) industry is primed for massive growth. But is it happening?

Ad-supported streaming is on the rise, audience behaviors are shifting, and the competition for viewership is fiercer than ever. However, some softer metrics in our report also show where there are risks — and opportunities.

You can read the full, ungated report here.

In this rapidly evolving landscape, staying ahead requires data-driven insights, strategic adaptation, and the right monetization approach.

Wurl’s latest CTV Trends Report dives into the forces shaping the industry. From audience engagement trends to advertising benchmarks, this report offers essential takeaways to help publishers, streamers, and advertisers navigate the complexities of the streaming TV ecosystem.

A glimpse at what’s inside:

• Session Lengths: While CTV engagement remains strong, Session Lengths have yet to fully recover from mid-2023 declines. Retaining audiences for longer viewing sessions remains a core challenge for publishers and streamers.
• Hours of Viewing (HOV): Despite a surge in streaming since 2020, overall HOV has plateaued in recent years. As streaming services compete for market share, continuous innovation will be crucial to sustaining growth.
• Ad Load: CTV Ad Loads have stabilized at approximately 9 minutes per hour—much lower than the 15-minute Ad Loads seen on linear TV. This suggests significant room for monetization growth as ad-supported models continue to scale.
• Ad Fill Rates: While demand surged during the 2024 U.S. elections, Ad Fill Rates have trended lower overall. The increasing availability of CTV ad inventory has outpaced advertiser demand, highlighting the need for better data strategies to optimize ad placements and improve monetization.

Looking ahead, AI-driven personalization and contextual targeting are expected to enhance both viewer experiences and advertising effectiveness. As CTV continues to evolve, industry players must leverage data-driven insights to maximize engagement and revenue.

Stay ahead of the competition with exclusive insights into key CTV trends. Read Wurl’s CTV Trends Report today!