FreeWheel: Connected TV Starting to Resemble Linear

(Image credit: Comcast) NEW YORK—The last three years have seen significant growth in viewership habits for Connected TV (CTV), to the point that it is beginning to be treated more like linear TV, according to a new whitepaper from FreeWheel, a Comcast company. CTV is Comcast’s term for OTT. But regardless of what you call it, FreeWheel identifies that since 2017, CTV has become a destination for premium video viewing, having viewers invest a significant amount of time to content. In 2017, 36% of CTV visits lasted more than an hour; in the third quarter of 2019 that number rose to 61%. CTV viewing is also following similar time patterns as linear TV viewing, with ad consumption (and by proxy, viewing) increasing gradually throughout the day and reaching a peak from 8-10 p. m.

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