Around seven in 10 American consumers watch television or video content via connected TV, according to a September 2024 survey. Baby boomers were the most likely generation to use the device, with 76 percent of them watching programming via CTVs.

Redmob provides privacy-compliant CTV audience data, tailored for the U.S. streaming market. Built for adtech platforms, brands, and media buyers, this offering helps you activate, measure, and optimize OTT and CTV campaigns with real-time, attribution-ready data.

Whether you're targeting CTV viewers, measuring results, or improving your media mix, Redmob gives you the data, speed, and compliance to succeed in streaming.

Use cases

Redmob’s CTV data provides everything you need to build, activate, and measure Connected TV campaigns with confidence.

• Build Connected TV segments for OTT/CTV campaign activation
• Attribute conversions and outcomes back to CTV impressions
• Get cross-device insights by linking CTV exposure to mobile and desktop behavior
• Feed enriched data into media mix modeling and measurement tools
• Create lookalike audiences based on OTT engagement
• Improve targeting for U.S. streaming viewers with privacy-first audience data

Key benefits

• Audience data compliant with U.S. privacy regulations
• Real-time attribution
• High-value OTT audiences curated for performance
• U.S.-focused reach at scale, tailored to the streaming ecosystem
• Cross-device visibility to bridge CTV exposure with actions on mobile or web

The connected TV penetration rate in the United States rose to an all-time high in 2023, with ** percent of American households using internet-connected TV devices at least once a month. Since 2014, there has been consistent growth, and further increase is suggested for the upcoming years.

The Connected TV Market Report is Segmented by Device (Smart TV, Streaming Media Player, and More), Operating System (Android TV/Google TV, Tizen, Webos, and More), Screen Size (Up To 32 Inch, 33-45 Inch, 46-55 Inch, and More), Resolution (4K UHD, 8K, FHD and HD), Panel Technology (LED/Mini-LED, OLED, and QLED), Distribution Channel (Online, and Offline), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

According to a survey held in February 2020, connected TV viewers mostly watched with their partners, with ** percent saying that they did so, compared to just ** percent who watched connected television with their parent or guardian. The study also found that just ** percent of connected television viewers never watched with a companion.

The general taxonomy contains a default scope of data related topics, based on the user's browser and mobile app activity through last 30 days. There are classical Demographic, purchase interests, intentions.

How you can use our data?

There are two main areas where you can use our data: • marketers - targeting online campaigns With our high-quality audience data, you can easily reach specific audiences across the world in programmatic campaigns. Show them personalized ads adjusted to their specific profiles. • ad tech companies - enriching 1st party data or using our raw data by your own data science team

A survey conducted in the United States in 2023 revealed that most CTV viewers were between the ages of 18 and 34 years, with nearly ********** of respondents using these devices on a daily basis. Meanwhile, ** percent of people aged over 55 years watched videos via connected TVs every day.

The Connected TV (CTV) market is experiencing robust growth, driven by increasing internet penetration, rising disposable incomes, and the escalating demand for high-quality streaming entertainment. The market, estimated at $150 billion in 2025, is projected to expand at a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033, reaching approximately $500 billion by 2033. This surge is fueled by several key trends, including the shift from traditional cable television to streaming services, the proliferation of smart TVs with built-in internet connectivity, and the increasing adoption of over-the-top (OTT) platforms. The market is segmented by screen size, with 50-inch and 55-inch TVs holding significant market share due to their optimal viewing experience. Application-wise, entertainment leads the demand, followed by education and home use. Major players like Samsung, LG, Sony, and TCL are fiercely competing to capture market share through technological innovation, strategic partnerships, and aggressive marketing campaigns. While the market faces restraints such as concerns regarding data privacy and cybersecurity, the overall growth trajectory remains positive, driven by the continuous evolution of streaming technology and consumer preferences. Geographic expansion is also a prominent factor contributing to the CTV market's growth. North America and Asia Pacific currently dominate the market, but regions like Europe, the Middle East, and Africa are witnessing increasing adoption rates. This expansion is driven by factors such as improving infrastructure, rising smartphone penetration, and increasing affordability of smart TVs. The competitive landscape is characterized by both established consumer electronics brands and emerging OTT players, leading to innovation in areas such as user interface design, content delivery mechanisms, and advertising models. The market's future growth will depend on factors like the continuous development of high-speed internet access, advancements in display technology, and the ongoing evolution of streaming content platforms. The development and adoption of 8K resolution TVs and the integration of advanced features like artificial intelligence (AI) and voice control will further shape the market landscape in the coming years.

Target and measure high-value audiences with U.S.-focused, privacy-first CTV data. Built for OTT (Over-The-Top) campaigns, attribution, and cross-device insights.

YouTube was the app American consumers spent the most time with on connected TV in the first quarter of 2024, with a share of ** percent of the total connected TV viewing time. That means that the ad-supported streaming service surpassed hybrid video-on-demand platform Netflix.

Throtle brings the advantages of identity resolution to TV advertising, connecting with individuals wherever they are watching. By linking connected TV identifiers to the Throtle Identity Graph, brands and marketers can deterministically target individuals and households for cross-screen campaign targeting.

According to Cognitive Market Research, the size of The Global Connected TV market will be USD 13.1 billion in 2023 and will grow at a CAGR of 14.30% from 2023 to 2030.

The global connected TV market is anticipated to grow at a CAGR of 14.30% during the projected period.
Every consumer's lifestyle and routine have been significantly impacted by the COVID-19 pandemic.
High-resolution, technologically advanced products are being offered to consumers by manufacturers.
A few numbers of dominant large-scale vendors hold the majority share of the global connected TV market, which is consolidated.
North America dominated the market in 2023, accounting for a share of more than 35% of worldwide sales, according to Cognitive Market Research.

Technological Advances in the Connected TV Sector is Driving the Market Growth

High-resolution, technologically advanced products are being offered to consumers by manufacturers. The potential for market expansion is expected to be significant. The value of the connected TV market is probably going to increase due to the rise in television viewing and the acceptance of online video consumption through applications, web platforms, and other internet platforms.

The Motorola Company has introduced its Motorola Envision series of bezel-free, powered by a MediaTek quad-core processor, 32" HD, 43" Full HD, and 43" & 55" 4K Android 11 Smart TVs. These TVs are expected to expand the connected TV market's potential on a global scale.

(Source:www.motorola.in/motorola-envision-uhd-android-tv/p)

Growing shift from conventional TVs and increasing internet access is driving the Connected TV market

Market Dynamics of Connected TV

Customers' Growing Worries about Data Leaks and Unauthorised Use of Camera or Microphone is Impeding Market Expansion

Due to their resemblance to a computer or a smartphone, linked TVs might crash and freeze. Customers' growing worries about data breaches and unauthorzed access to their camera or microphone brought on by internet connectivity may restrain the market growth for connected TVs during the assessment period. These TVs might not be the best choice for elderly people because a TV with so many capabilities can be confusing and difficult for them to use. To function, these TVs need a reliable Wi-Fi connection. Low-quality streaming and interruptions from other services can result from a bad Wi-Fi connection.

Impact of COVID-19 on the Connected TV Market

Every consumer's lifestyle and routine have been significantly impacted by the COVID-19 pandemic. Mandates for working from home and shelter-in-place orders have increased in-home video consumption to previously unheard-of heights. As people desire to continue their streaming content consumption on bigger screens when at home, the rising number of smart phone users in emerging nations has significantly accelerated the development of smart connected TV. Introduction of Connected TV

Customers can stream content from several platforms, including TV channels, films, news, sports, and entertainment, using a connected TV. Companies in the connected TV industry are boosting their investment in R&D for cutting-edge technology to diversify their revenue sources. Companies in the linked TV industry are concentrating on satisfying end-user demand for gaming consoles, digital media players, hotel television systems, cellphones, Blu-ray players.

These advancements enable companies to provide more customised products and services, which helps the connected TV market flourish.

For instance, For US$ 430 million, AppLovin Corporation purchased Wurl, a fast-growing software platform. With this acquisition, the business would be able to increase its software platform capabilities and enter the lucrative connected TVs sector.

(Source:investors.applovin.com/news/news-details/2022/AppLovin-Completes-Acquisition-of-Wurl-to-Extend-Reach-into-Connected-TV-Market/default.aspx)

As of 2023, the number of households in India that owned connected TV sets amounted to 32 million. An increase from the previous year, the trend was projected to continue until 2025. Connected TV or CTV refers to a television or device directly connected to the internet and can stream content, such as smart TVs, streaming media player devices, gaming consoles, and internet-enabled set-top-boxes. What is Connected TV? A connected TV refers to any television set that can connect to the internet, enabling users to stream content from various online platforms and services. There are two main types of connected TVs: smart TVs and TVs with external streaming devices. Smart TVs come with built-in internet connectivity and pre-installed apps, allowing users to access streaming services such as Netflix and YouTube directly, without the need for any additional devices. In contrast, TVs with external streaming devices are standard televisions that connect to the internet through external devices like Roku, Amazon Fire Stick, or Apple TV, which provide access to streaming services and applications. Shifting television landscape The number of households with internet access has increased significantly over the years and is expected to continue rising. Correspondingly, the number of households with connected TVs in India has also increased. This increase in connected TV households coincides with a decline in traditional pay TV subscriptions. In 2023, cable television subscriptions dropped to 62 million, and direct-to-home services also saw a slight decrease. This shift can be attributed to viewers transitioning to free TV options, digital streaming platforms, and connected TVs. Additionally, smart TVs were the most commonly used devices for consuming television content in India as of 2023.

Datasys CTV Viewership Analytics delivers deep insights into how audiences engage with TV shows and movies on Connected TV (CTV) platforms. By tracking viewership data for over 75,000 titles across millions of households worldwide, it helps content creators and advertisers make smarter decisions to boost engagement and optimize campaigns.

The platform combines data from both major and niche OTT services, providing a clear picture of regional viewing habits, audience preferences, and cultural trends. With comprehensive, global coverage, Datasys empowers you to understand what viewers want, and deliver it.

Success.ai’s Connected TV Data for Broadcast Media & Entertainment Professionals Worldwide offers a comprehensive dataset tailored for businesses seeking to engage with key decision-makers and innovators in the broadcast and entertainment industries. Covering professionals from global media corporations, production studios, streaming platforms, and ad-tech companies, this dataset provides verified contact numbers, email addresses, and geographic location data.

With access to over 700 million verified global profiles and 30 million company profiles, Success.ai ensures your outreach, marketing, and strategic planning are powered by accurate, continuously updated, and AI-validated data. Supported by our Best Price Guarantee, this solution empowers businesses to thrive in the dynamic world of connected TV and entertainment.

Why Choose Success.ai’s Connected TV Data?

1. Verified Contact Data for Precision Targeting

   • Access verified phone numbers, work emails, and LinkedIn profiles of professionals in broadcast media, OTT platforms, and connected TV ecosystems.
   • AI-driven validation ensures 99% accuracy, minimizing wasted efforts and maximizing campaign efficiency.

2. Comprehensive Global Coverage

   • Includes profiles of professionals and companies from major entertainment hubs like Los Angeles, London, Mumbai, Seoul, and more.
   • Gain insights into regional content trends, technology adoption, and market opportunities across continents.

3. Continuously Updated Datasets

   • Real-time updates reflect changes in leadership, business expansions, content strategies, and technology investments.
   • Stay aligned with fast-evolving industry trends and maintain relevance in your outreach efforts.

4. Ethical and Compliant

   • Adheres to GDPR, CCPA, and other global privacy regulations, ensuring responsible and lawful use of data for your campaigns.

Data Highlights:

• 700M+ Verified Global Profiles: Connect with decision-makers, content creators, and tech innovators in broadcast media and entertainment worldwide.
• 30M Company Profiles: Access detailed firmographic data, including company sizes, revenue ranges, and geographic locations.
• Contact and Location Data: Gain direct access to verified phone numbers, email addresses, and physical office locations for strategic outreach.
• Leadership Profiles: Engage with CEOs, CTOs, production heads, and ad-tech professionals shaping connected TV strategies.

Key Features of the Dataset:

1. Decision-Maker Profiles in Media & Entertainment

   • Identify and connect with executives, content strategists, and technology leaders driving innovation in connected TV and broadcast media.
   • Target professionals responsible for ad placement, content distribution, and audience engagement.

2. Firmographic and Geographic Insights

   • Access detailed business information, including company hierarchies, geographic locations, and operational structures.
   • Pinpoint key players in regional markets and identify emerging content hubs.

3. Advanced Filters for Precision Campaigns

   • Filter companies by segment (streaming platforms, cable networks, production studios), geographic location, company size, or revenue range.
   • Tailor outreach to align with specific industry challenges, such as audience targeting, ad-tech integration, or content localization.

4. AI-Driven Enrichment

   • Profiles enriched with actionable data enable personalized messaging, highlight unique value propositions, and improve engagement outcomes with media professionals.

Strategic Use Cases:

1. Ad-Tech and Marketing Solutions

   • Present innovative ad-placement technologies, audience analytics tools, or campaign management platforms to ad-buyers and media strategists.
   • Build relationships with professionals managing programmatic ad campaigns and audience segmentation strategies.

2. Content Distribution and Partnerships

   • Engage with streaming platforms, OTT services, and broadcast networks exploring partnerships for content distribution or technology integration.
   • Foster alliances to expand content reach, improve viewer engagement, or enhance monetization strategies.

3. Market Research and Consumer Trends

   • Analyze trends in content consumption, connected TV adoption, and audience preferences to refine your product or service offerings.
   • Leverage these insights to identify untapped opportunities and create competitive advantages.

4. Recruitment and Talent Solutions

   • Engage HR professionals and production leads seeking top talent for roles in media production, ad-tech development, or content marketing.
   • Offer workforce optimization solutions or recruitment services tailored to the media and entertainment industries.

Why Choose Success.ai?

1. Best Price Guarantee
   • Access premium-quality connected TV data at competitive prices, ensuring ...

Access connected TV data for broadcast media and entertainment professionals worldwide with Success.ai. Includes verified contact numbers, email addresses, and location data from 700M+ profiles. Best price guaranteed.

The connected TV penetration rate in the United States rose to an all time high in 2023, with 88 percent of American households owning at least one internet-connected TV device. Since 2014, there has been consistent growth, except for the year 2019. However 2020 indicates the growth returning, with an increase of six percentage points from 2019 to 2020.

Around **** million U.S. households watched the 2024 Super Bowl game on connected TV devices, which marked a little decline from the previous year. The halftime show also had a smaller audience in 2025 compared with 2024.

The Connected TV (CTV) Advertising Platforms Software market is experiencing robust growth, driven by the increasing adoption of streaming services and the shift in advertising budgets from traditional television to digital platforms. The market, estimated at $15 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 25% from 2025 to 2033, reaching approximately $70 billion by 2033. This surge is fueled by several key factors. Firstly, the proliferation of smart TVs and streaming devices provides a vast and expanding audience for targeted advertising. Secondly, the advanced targeting capabilities of CTV platforms, allowing for precise audience segmentation based on demographics, viewing habits, and other data points, attract advertisers seeking improved ROI. Thirdly, the development of programmatic advertising solutions for CTV further streamlines the buying and selling of ad inventory, improving efficiency and transparency. The market is segmented by application (Large Enterprise and SMEs) and type (Cloud-based and On-Premise), with cloud-based solutions gaining significant traction due to their scalability and cost-effectiveness. Large enterprises are currently the dominant segment, but SMEs are rapidly adopting CTV advertising as their digital marketing strategies mature. Geographic expansion is also a significant driver, with North America currently leading the market but regions like Asia-Pacific showcasing considerable growth potential due to the rapid adoption of streaming services and increasing internet penetration. However, challenges such as ad fraud, measurement complexities, and data privacy concerns remain hurdles to overcome. Competition is intense, with established players like The Trade Desk, PubMatic, and OpenX alongside emerging innovative companies vying for market share. The competitive landscape is dynamic, with both established ad tech companies and specialized CTV advertising platforms vying for market share. The key to success lies in offering advanced targeting capabilities, robust measurement solutions to address concerns about ad fraud and viewability, and seamless integration with existing ad tech stacks. Furthermore, addressing data privacy concerns and adhering to evolving regulations will be crucial for long-term success. The future of the CTV advertising platform software market is bright, as the convergence of technology and consumer behavior continues to propel growth. However, companies must continuously innovate to stay ahead of the curve and address the evolving needs of advertisers and publishers in this rapidly changing landscape. Strategic partnerships and acquisitions are likely to further shape the market's competitive dynamics in the coming years.

According to a survey from 2021, ** percent of Swedish and Norwegian respondents each stated to have watched television via connected TV boxes on a weekly basis. Among the Nordics, Finnish people watched TV via connected TV boxes the less.

A connected TV box is an over-the-top device such as an Amazon Fire TV, Apple TV or Google Chromecast.