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UNderstanding and making the most of Connected TV post-COVID-19
The global COVID-19 pandemic has seen an acceleration in the consumption of connected TV (CTV) content, which is not reflected in many media plans.
Previous research by Unruly showed that 54% of the UK population are spending more time watching CTV content since the start of the pandemic, second only to a 67% increase in time spent on mobile devices. UK consumers’ pivot to CTV is an opportunity for brands to reach TV audiences at scale in a highly targeted, personalised way that has, until now, not been possible.
- 82% have access to CTV content
- 54% are seeking add supported options
- 74% will continue to do so after COVID-19
Unruly’s research has revealed many changes in consumers’ TV content consumption habits since the COVID-19 pandemic beyond the well-documented increase in time spent watching TV.
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