With the TV landscape evolving significantly over the last decade and a further 27 per cent decrease in cable subscriptions throughout 2021, viewing habits have changed drastically, with the pandemic only further accelerating the shift in how audiences consume content. According to Innovid, the number of cord-cutters and cord-nevers will climb to 44 per cent by 2023.
Connected TV (CTV) is a prominent achiever in this category, with the particularly exciting observation that the share of video-impressions consumption on CTV was at par with mobile in 2020 at 42 per cent and desktop at 16 per cent. It’s a strong indication that CTV will garner the largest share by the end of 2021.
Nearly 80 per
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