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Connected TV (CTV) is revolutionizing the traditional TV advertising market. Connected TV is a constantly evolving and developing market, especially in Italy, which offers new opportunities for publishers, advertisers and brands.
The data also confirms this trend, in 2023, advertising investments in CTV amounted to 26 billion. The growth of this new medium opens up new interesting possibilities that cannot be overlooked.
The Italian CTV scenario: sustained growth
The growth of connected TVs is not only a question of investments, in fact, there is also a growing interest in this medium for consumers, which is confirmed by the increase in the number of connected devices.
Furthermore, for the Italian market, the adoption of CTV continues to grow . According ındia mobile database to a study conducted by Trade Desk , the number of users using streaming services via CTV devices continues to increase.
A growth that concerns not only the number of connected devices, but also the hours of use of CTV compared to traditional television by viewers. The survey shows that 8 out of 10 Italians spend up to 2 hours a day watching content on streaming platforms, divided between CTV (51%, up from 49% in 2022) and YouTube (27%). While only 2 out of 10 Italians continue to use traditional television for two hours a day.
As if all this were not enough, another figure is very interesting, namely that relating to advertising content. 76% of Italian viewers said they were willing to accept advertising content on streaming services such as PrimeVideo, Netflix and Disney+, in exchange for a cheaper or free service. This figure highlights a strong openness to streaming advertising, with 3 out of 4 Italians paying attention to ads without changing channels or getting distracted. On the contrary, traditional television manages to capture the maximum attention of only 1 in 3 Italians.