New Wurl Report Finds CTV Engagement is Growing, Meeting Peak-Pandemic Highs
Wurl, a leading CTV industry player, has released The CTV Trends Report 2024, offering insights into the evolving connected TV landscape. Key findings include:
1. Average daily viewing hours are up 5% in Q3 2024 compared to Q3 2023.
2. Churn rates have stabilized with a slight downward trend over the past three years.
3. Average session length has increased by nearly 7% in Q3 2024 compared to Q3 2023.
4. Holiday channels see a 4x increase in viewership during December.
5. Ad fill rates in 2024 are lower than previous years, likely due to increased market supply.
The report aims to help streamers and content providers make informed business decisions in the increasingly complex CTV landscape.
Wurl, un protagonista di spicco nel settore CTV, ha pubblicato Il Rapporto sulle Tendenze CTV 2024, che offre approfondimenti sul panorama in evoluzione della TV connessa. I risultati principali includono:
1. Le ore medie di visione giornaliere sono aumentate del 5% nel terzo trimestre del 2024 rispetto al terzo trimestre del 2023.
2. I tassi di abbandono si sono stabilizzati con una leggera tendenza al ribasso negli ultimi tre anni.
3. La durata media delle sessioni è aumentata di quasi il 7% nel terzo trimestre del 2024 rispetto al terzo trimestre del 2023.
4. I canali festivi vedono un aumento di 4 volte della visibilità durante dicembre.
5. I tassi di riempimento pubblicitario nel 2024 sono inferiori rispetto agli anni precedenti, probabilmente a causa dell'aumento dell'offerta di mercato.
Il rapporto mira ad aiutare gli streamer e i fornitori di contenuti a prendere decisioni di business informate in un panorama CTV sempre più complesso.
Wurl, un actor principal en la industria CTV, ha lanzado El Informe de Tendencias CTV 2024, que ofrece perspectivas sobre el panorama en evolución de la TV conectada. Los hallazgos clave incluyen:
1. Las horas promedio de visualización diarias han aumentado un 5% en el tercer trimestre de 2024 en comparación con el tercer trimestre de 2023.
2. Las tasas de abandono se han estabilizado con una ligera tendencia a la baja en los últimos tres años.
3. La duración promedio de las sesiones ha aumentado en casi un 7% en el tercer trimestre de 2024 en comparación con el tercer trimestre de 2023.
4. Los canales navideños ven un aumento de 4 veces en el número de espectadores durante diciembre.
5. Las tasas de llenado de anuncios en 2024 son más bajas que en años anteriores, probablemente debido a un aumento en la oferta del mercado.
El informe tiene como objetivo ayudar a los streamers y proveedores de contenido a tomar decisiones empresariales informadas en un panorama CTV cada vez más complejo.
CTV 산업의 주요 기업인 Wurl이 2024 CTV 트렌드 보고서를 발표하며 진화하는 연결 TV 환경에 대한 통찰력을 제공합니다. 주요 결과는 다음과 같습니다:
1. 일일 평균 시청 시간이 2023년 3분기 대비 2024년 3분기에서 5% 증가했습니다.
2. 이탈률은 3년 동안 약간 감소 추세로 안정화되었습니다.
3. 평균 세션 길이가 2023년 3분기 대비 2024년 3분기에서 거의 7% 증가했습니다.
4. 휴 holiday 채널은 12월 동안 4배의 시청자 수 증가를 보입니다.
5. 2024년의 광고 채우기 비율은 이전 몇 년보다 낮은데, 이는 시장 공급 증가로 인한 것일 수 있습니다.
이 보고서는 복잡해지는 CTV 환경에서 스트리머와 콘텐츠 제공자가 정보에 기반한 비즈니스 결정을 내리는 데 도움이 되는 것을 목표로 합니다.
Wurl, un acteur majeur dans l'industrie CTV, a publié Le Rapport sur les Tendances CTV 2024, offrant des perspectives sur le paysage en évolution de la télévision connectée. Les principaux résultats comprennent :
1. Le nombre moyen d'heures de visionnage par jour a augmenté de 5 % au 3ème trimestre 2024 par rapport au 3ème trimestre 2023.
2. Les taux de désabonnement se sont stabilisés avec une légère tendance à la baisse au cours des trois dernières années.
3. La durée moyenne des sessions a augmenté de près de 7 % au 3ème trimestre 2024 par rapport au 3ème trimestre 2023.
4. Les chaînes de vacances connaissent une augmentation de 4 fois de l'audience en décembre.
5. Les taux de remplissage publicitaire en 2024 sont inférieurs à ceux des années précédentes, probablement en raison d'une augmentation de l'offre sur le marché.
Le rapport vise à aider les sources de streaming et les fournisseurs de contenu à prendre des décisions commerciales éclairées dans un paysage CTV de plus en plus complexe.
Wurl, ein führender Akteur in der CTV-Branche, hat Den CTV Trendbericht 2024 veröffentlicht, der Einblicke in die sich entwickelnde Landschaft des vernetzten Fernsehens bietet. Die wichtigsten Ergebnisse umfassen:
1. Die durchschnittlichen täglichen Zuschauerstunden sind im 3. Quartal 2024 im Vergleich zum 3. Quartal 2023 um 5 % gestiegen.
2. Die Abwanderungsraten haben sich stabilisiert und zeigen über die letzten drei Jahre einen leichten Abwärtstrend.
3. Die durchschnittliche Sitzungsdauer hat sich im 3. Quartal 2024 im Vergleich zum 3. Quartal 2023 um fast 7 % erhöht.
4. Feiertagskanäle verzeichnen im Dezember einen Anstieg der Zuschauerzahlen um das 4-fache.
5. Die Werbefüllraten im Jahr 2024 sind niedriger als in den Vorjahren, wahrscheinlich aufgrund eines gestiegenen Marktangebots.
Der Bericht soll Streamern und Inhaltsanbietern helfen, fundierte Geschäftsentscheidungen in der zunehmend komplexen CTV-Landschaft zu treffen.
- Average daily hours of viewing increased by 5% in Q3 2024 compared to Q3 2023
- Churn rates have stabilized and shown a slight downward trend over the past three years
- Average session length of CTV viewers increased by nearly 7% in Q3 2024 compared to Q3 2023
- Holiday channels experience a 400% increase in viewership during December
- Ad fill rates in 2024 are lower compared to previous years
- Growth in the CTV industry is not as rapid as it used to be
- Discoverability challenges with EPG and user experience persist
The CTV Trends Report 2024 by Wurl reveals some positive signals for the Connected TV industry. Average daily viewing hours are up
Wurl's report underscores the evolving dynamics of the CTV landscape. The increase in viewing hours and session lengths indicates that CTV platforms are successfully optimizing user experiences. However, the mention of "discoverability challenges with the EPG and user experience" suggests there's still room for technological improvement. This presents an opportunity for companies focusing on AI-driven content recommendation systems and intuitive user interfaces. The explosion of supply leading to lower ad fill rates highlights the need for more sophisticated ad tech solutions to better match inventory with relevant advertisers. As the CTV ecosystem becomes more complex, we can expect increased demand for advanced analytics tools and platforms that can help streamers and publishers navigate this landscape effectively.
While Wurl's report doesn't provide specific financial figures, it offers valuable insights into CTV market trends. The increasing viewer engagement suggests potential for revenue growth in the sector. However, the declining ad fill rates amid rapid channel growth is a concern, as it may impact ad revenues negatively. This could lead to pressure on profit margins for CTV platforms and content providers in the short term. The stabilizing churn rates are a positive sign, potentially reducing customer acquisition costs over time. The success of holiday channels presents an opportunity for targeted content strategies to boost viewership and ad revenues. Investors should monitor how companies in the CTV space adapt to these trends, particularly their strategies to improve ad fill rates and capitalize on seasonal content opportunities.
Findings reveal average daily hours of viewing and session length are on the rise following a post-pandemic dip, while ad fill has declined amid rapid channel growth
This latest trends report from Wurl comes as the evolving CTV landscape continues to grow increasingly complex. With more streaming content now available than ever before, both publishers and marketers must prioritize the modern viewer experience and understand how key trends surrounding viewer behavior can impact their business strategies – including how shifts toward CTV are influencing engagement and where the industry stands post-pandemic.
“As one of the largest operators of FAST (free ad-supported streaming TV) channels and a leader from the very beginning in this space, Wurl is in a unique position to recognize viewership habits, and help our streamers and publishers develop strategies to engage their audiences,” said Ron Gutman, CEO, Wurl. “While our latest insights show viewer engagement on CTV climbing, growth isn’t where it used to be as discoverability challenges with the EPG and user experience persist, signaling an opportunity for greater innovation on the medium.”
Key takeaways from the report include:
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Average daily hours of viewing are increasing: After experiencing a rise during COVID-19 from 2020 to 2022 – and a slight decline thereafter – average daily HOV is seeing an uptick in 2024, up
5% in Q3 2024 compared to Q3 2023. - CTV is slowly growing stickier: Churn rates have largely stabilized and seen a slight downward trend over the past three years.
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Viewers are watching for longer: After experiencing a post-pandemic dip, the average session length of CTV viewers is up nearly
7% in Q3 2024 compared to the same quarter last year. -
Holiday channels perform exceptionally well: During December, viewership on holiday channels unsurprisingly increases to four times that of other months, though
25% of viewers continue to watch holiday content throughout the summer. - Ad fill rate is cyclical and experiences seasonal variations: 2024 fill rates are noticeably lower as compared to previous years, likely due to an explosion of supply in the market.
Learn more about Wurl and read the full report, The CTV Trends Report 2024, here.
About Wurl
Wurl is a leader in the CTV industry, helping connect viewers to the content they want to see with technologies for distribution, monetization, and advertising. The company supports publishers, streamers, and advertisers in growing viewership, maximizing revenue, and strengthening brand value. Wurl is owned by AppLovin Corporation (NASDAQ: APP). For more information, visit www.wurl.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240918132324/en/
Tori Owens
Wurl
press@wurl.com
Source: Wurl
FAQ
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