The Big Shift: Consumers are Now Controlling Their Content to Play


The industry at large has focused on the shift in viewership from linear TV to CTV with good reason. “Not only are CTV households expected to grow to 82 percent by 2023, but cord-cutter and cord-never households are also expected to increase to 44 percent of the population during the same period,” according to Innovid’s The State of Connected TV Report.

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