Wurl Releases Latest CTV Trends Report, Unveiling Key Insights into Streaming Engagement and Advertising
Wurl, a streaming TV industry leader, has released its latest CTV Trends Report, highlighting key developments in the Connected TV (CTV) industry. The report reveals that CTV now represents 41% of total TV time, though several metrics are showing signs of stabilization.
Key findings indicate that while Average Session Length grew in Q4 2024, it hasn't fully recovered from mid-2023's 16% decline. Hours of Viewing (HOV) shows modest growth with a projected 3% increase in Q1 2025. Ad Load has stabilized at approximately 9 minutes per hour, significantly below linear TV's 15 minutes. Ad Fill Rates are trending lower as CTV supply exceeds advertiser demand.
The report suggests that while streaming TV has become a primary viewing destination, there's untapped potential in both viewer engagement and monetization. The industry faces challenges in sustaining growth amid changing media consumption patterns, particularly as ad-supported models gain prominence.
Wurl, un leader nel settore della TV in streaming, ha pubblicato il suo ultimo CTV Trends Report, evidenziando gli sviluppi chiave nell'industria della TV connessa (CTV). Il rapporto rivela che la CTV rappresenta ora il 41% del tempo totale di visione TV, sebbene diversi indicatori mostrino segni di stabilizzazione.
I principali risultati indicano che, sebbene la Durata Media delle Sessioni sia cresciuta nel Q4 2024, non si è ancora completamente ripresa dal calo del 16% registrato a metà 2023. Le Ore di Visione (HOV) mostrano una crescita modesta con un aumento previsto del 3% nel Q1 2025. Il Carico Pubblicitario si è stabilizzato a circa 9 minuti all'ora, significativamente al di sotto dei 15 minuti della TV lineare. I tassi di riempimento degli annunci sono in calo poiché l'offerta di CTV supera la domanda degli inserzionisti.
Il rapporto suggerisce che, sebbene la TV in streaming sia diventata una destinazione principale per la visione, esiste un potenziale non sfruttato sia nell'engagement degli spettatori che nella monetizzazione. L'industria affronta sfide nel mantenere la crescita in un contesto di cambiamento dei modelli di consumo dei media, in particolare con l'aumento della rilevanza dei modelli supportati dalla pubblicità.
Wurl, un líder en la industria de la televisión en streaming, ha lanzado su último Informe de Tendencias CTV, destacando los desarrollos clave en la industria de la televisión conectada (CTV). El informe revela que la CTV ahora representa el 41% del tiempo total de televisión, aunque varias métricas muestran signos de estabilización.
Los hallazgos clave indican que, aunque la Duración Media de las Sesiones creció en el Q4 2024, no se ha recuperado completamente de la caída del 16% a mediados de 2023. Las Horas de Visualización (HOV) muestran un crecimiento modesto con un aumento proyectado del 3% en el Q1 2025. La Carga Publicitaria se ha estabilizado en aproximadamente 9 minutos por hora, significativamente por debajo de los 15 minutos de la televisión lineal. Las tasas de llenado de anuncios están en tendencia a la baja, ya que la oferta de CTV supera la demanda de los anunciantes.
El informe sugiere que, aunque la televisión en streaming se ha convertido en un destino principal para la visualización, hay un potencial no explotado tanto en el compromiso de los espectadores como en la monetización. La industria enfrenta desafíos para mantener el crecimiento en medio de los cambiantes patrones de consumo de medios, especialmente a medida que los modelos soportados por anuncios ganan prominencia.
Wurl, 스트리밍 TV 산업의 선두주자, 최신 CTV 트렌드 보고서를 발표하며 연결된 TV(CTV) 산업의 주요 발전 사항을 강조했습니다. 이 보고서는 CTV가 현재 총 TV 시청 시간의 41%를 차지하고 있지만, 여러 지표가 안정화의 조짐을 보이고 있다고 밝혔습니다.
주요 발견에 따르면, 평균 세션 길이는 2024년 4분기에 증가했지만 2023년 중반의 16% 감소에서 완전히 회복되지 않았습니다. 시청 시간(HOV)은 2025년 1분기에 3% 증가가 예상되며, 소폭 성장하고 있습니다. 광고 로드는 시간당 약 9분으로 안정화되었으며, 이는 선형 TV의 15분보다 상당히 적은 수치입니다. 광고 채우기 비율은 CTV 공급이 광고주 수요를 초과함에 따라 하락세를 보이고 있습니다.
보고서는 스트리밍 TV가 주요 시청 목적지가 되었지만, 시청자 참여와 수익화에서 활용되지 않은 잠재력이 있다고 제안합니다. 산업은 광고 지원 모델이 두드러지면서 변화하는 미디어 소비 패턴 속에서 성장을 지속하는 데 어려움을 겪고 있습니다.
Wurl, un leader dans l'industrie de la télévision en streaming, a publié son dernier Rapport sur les Tendances CTV, mettant en lumière les développements clés dans l'industrie de la télévision connectée (CTV). Le rapport révèle que la CTV représente désormais 41% du temps total de télévision, bien que plusieurs indicateurs montrent des signes de stabilisation.
Les principales conclusions indiquent que bien que la Durée Moyenne des Sessions ait augmenté au T4 2024, elle ne s'est pas complètement remise de la baisse de 16% observée à la mi-2023. Les Heures de Visionnage (HOV) montrent une croissance modeste avec une augmentation prévue de 3% au T1 2025. La Charge Publicitaire s'est stabilisée à environ 9 minutes par heure, bien en dessous des 15 minutes de la télévision linéaire. Les Taux de Remplissage des Annonces sont en baisse alors que l'offre de CTV dépasse la demande des annonceurs.
Le rapport suggère que, bien que la télévision en streaming soit devenue une destination principale pour le visionnage, il existe un potentiel inexploité tant en matière d'engagement des spectateurs que de monétisation. L'industrie fait face à des défis pour maintenir sa croissance dans un contexte de changements des habitudes de consommation des médias, en particulier à mesure que les modèles soutenus par la publicité prennent de l'ampleur.
Wurl, ein führendes Unternehmen in der Streaming-TV-Branche, hat seinen neuesten CTV Trends Report veröffentlicht, der wichtige Entwicklungen in der Connected TV (CTV)-Industrie hervorhebt. Der Bericht zeigt, dass CTV jetzt 41% der gesamten TV-Zeit ausmacht, obwohl mehrere Kennzahlen Anzeichen einer Stabilisierung zeigen.
Wichtige Ergebnisse zeigen, dass, obwohl die Durchschnittliche Sitzungsdauer im Q4 2024 gestiegen ist, sie sich noch nicht vollständig von dem Rückgang um 16% Mitte 2023 erholt hat. Sehzeiten (HOV) zeigen ein moderates Wachstum mit einem prognostizierten Anstieg von 3% im Q1 2025. Werbelast hat sich auf etwa 9 Minuten pro Stunde stabilisiert, was deutlich unter den 15 Minuten der linearen TV liegt. Werbefüllraten zeigen einen Abwärtstrend, da das Angebot an CTV die Nachfrage der Werbetreibenden übersteigt.
Der Bericht legt nahe, dass, obwohl Streaming-TV zu einem wichtigen Ziel für das Fernsehen geworden ist, es ungenutztes Potenzial sowohl im Zuschauerengagement als auch in der Monetarisierung gibt. Die Branche steht vor Herausforderungen, das Wachstum angesichts sich ändernder Medienkonsumgewohnheiten aufrechtzuerhalten, insbesondere da werbefinanzierte Modelle an Bedeutung gewinnen.
- CTV accounts for 41% of total TV viewing time, indicating strong market penetration
- Q1 2025 projects 3% growth in Hours of Viewing
- Average Session Length showed growth in Q4 2024
- Ad Fill Rates declining due to supply exceeding demand
- Session lengths haven't recovered from 16% decline in Q3 2023
- Overall streaming growth momentum has slowed despite audience expansion
- Ad load plateaued at 9 minutes per hour, limiting revenue potential
New report reveals factors like hours of viewing and ad load are leveling off, signaling the opportunity for smarter discovery, retention, and monetization strategies
As CTV solidifies its position as a prominent force in media – now accounting for
Key findings from this quarter’s report include:
-
Session Lengths continue to plateau: While the Average Session Length grew in the fourth quarter of 2024, it has yet to fully recover from mid-2023 declines (Q3 2023 saw Average Session Length decrease by nearly
16% compared to the year before). Keeping audiences engaged for longer remains an opportunity, and a challenge, for publishers and streamers. -
Hours of Viewing (HOV) hold steady: Q1 2025 is on track to see a modest
3% increase in HOV versus last quarter. Still, overall momentum has slowed in recent years despite a surge in content and growth in streaming audiences overall. - Ad Load has stabilized: Ad Load continues to sit at around 9 minutes per hour on CTV, significantly lower than the 15-minute Ad Load seen on linear television. As ad-supported models – and specifically FAST (free ad-supported streaming TV) – continue to gain momentum, there’s room for streamers and publishers to reap additional revenue through increased monetization.
- Ad Fill Rates continue to be impacted by the surge in supply: Ad Fill Rates are trending lower overall as CTV supply outpaces advertiser demand. Better data strategies and innovative advertising techniques will be key in driving improved monetization and ad delivery.
“The CTV market is maturing and how viewers consume content is changing,” said Dave Bernath, General Manager,
For a deeper dive into the insights, read The CTV Trends Report here.
About Wurl
Wurl is a leader in the streaming TV 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, LLC 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/20250317252467/en/
Tori Owens
Wurl
press@wurl.com
Source: Wurl
FAQ
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