Google's advanced TV inventory report reveals large viewership increases for CTV

By Callen Johnson | 23 Apr 2021

Google has published its second annual advanced TV inventory report, detailing viewership numbers across 35 global advanced TV partners of long-form and episodic inventory. The report looks at both live and on-demand video (VOD) content consumption across 2020.

The report reveals that changing consumer content trends and improved demand sources resulted in large viewership increases for over-the-top (OTT) apps and connected TV (CTV) devices throughout 2020.

Traditional reservations continue to dominate, but YoY, the fastest-growing transaction types were programmatic. Within programmatic deals, guaranteed and preferred deals continued to lead. For the first time ever, in-app viewership outpaced the web as consumer viewing moved towards newly emerging OTT apps and CTV devices. 

The future is certainly bright for the ever-growing CTV market. Leading CTV exchange, SpotX has detailed the seven key video advertising trends to look out for in 2021. And, like Google, it has highlighted one of the biggest factors for growth as being the overall consumer shift towards streaming.

Due to staying at home during the pandemic, consumers have become more accepting of ad-supported video-on-demand (AVOD). As a result, there’s increased advertiser demand, with a focus on premium content.

More manufacturers are also entering the ad business with smart TVs, the most common way users watch CTV. Advanced TV technology and platforms are becoming more measurable and data-driven, improving buying efficiency.

These key trends should see advanced TV viewing numbers and ad spend in OTT and CTV rocketing this year and beyond.