The oldest screen in the house is new again: Understanding the rise of connected TV
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Connected TV (CTV) is transforming how we watch TV and making the oldest screen in our homes new again. On the back of rising digital video consumption, people are using CTV to stream their favorite digital content, from sports to live concerts, for a more immersive viewing experience on the big screen in living rooms.
This transformation is happening on an immense scale. Nearly half of all global video impressions happen on CTV today, according to a 2021 study. Moreover, people are watching over 700 million hours of YouTube content on this big screen in their homes every day.
But why do people love CTV, and what does it mean for the future of TV? Hit play to learn the reasons as we unpack the top three CTV viewing trends and show you why this digital video consumption trend is here to stay.
Transcripts
There’s a quiet revolution that’s been happening in our very own living rooms.
In recent years, the rise of digital video has correlated with a decline in linear TV viewership.
But connected TV has made the oldest screen in the house new again; to the point that nearly half of all global video impressions now happen on connected TV.
People are shifting from viewing individually on their own small screens, back into the shared space of the living room, to watch together on the big screen.
With 700 million hours of content viewed on connected TV every day, YouTube is an incredible lens with which to explore this phenomenon.
So, why are we going back to the living room?
The first reason is moments of connection. Previously the family gathered together to be entertained by their favorite shows on linear TV.
But connected TV takes this a step further, by allowing us to connect with the communities and passions we hold dear outside — as well as inside — our homes.
People now use connected TV to livestream concerts, take fitness classes, and even participate in religious ceremonies.
So yes, the living room is still the place where the family gathers to watch our favorite content.
But now, that TV transports people, and becomes a gym, a gourmet restaurant, a concert hall, and even a place of worship.
Speaking of feeling transported, mood-based content has been popular for years.
But mood-based content on connected TV is a next-level experience.
The big screen and enhanced sound make for immersive viewing, and by streaming it into the living room, people can set the mood for their families or guests to create the vibe they want; whether that’s tranquil, or focused, or inspiring.
So with connected TV, it’s not just about setting the mood, it’s about sharing it.
The popular Trip In A Van channel gets most of its views from 6pm onwards — which used to be primetime on linear TV.
Content that used to be linear TV exclusive, like news and sport, is huge on connected TV.
So connected TV doesn’t just supplement linear TV. It substitutes it. With content that goes deeper than traditional media, and explores topics that traditional media doesn’t have the bandwidth to cover.
It’s about personalization over programming.
People are using connected TV to be transported, change their moods, and break away from the structure of programmed linear TV.
This is a fundamental shift in consumer behavior, and connected TV is now an indispensable part of their viewing journeys.
Connected TV is also the fastest growing screen for YouTube in 2021. And the combination of YouTube’s incredible content, with that dynamic living-room viewing experience, means this quiet revolution is here to stay.