YouTube Has Biggest Share Of First-Choice CTV Apps
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TVision's study finds viewers of connected television (CTV) are generally perceived as being more intentional in finding what they want to watch, and that means most of the time spent with CTV consists of viewing content (78.8%) or switching apps (4.3%).
CTV users also were more likely to spend more time with their first app than with any other app during each tuning session, making the selection critical for video publishers and their advertisers. There are few chances to increase share of viewing time after that first choice.
CTV users also were more likely to spend more time with their first app than with any other app during each tuning session, making the selection critical for video publishers and their advertisers. There are few chances to increase share of viewing time after that first choice.
