Screen Mirroring Research Shows Rapid CTV Growth

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Screen Mirroring Market

The Screen Mirroring Apps Market size is projected to reach US$386 million by 2029, with online video conferencing and collaborative social news media investments in screen mirroring and development are forecast to grow by 66% CAGR from 2023-2030. The research shows the number apps being mirrored in the living room from smartphone devices is increasing the number of apps being published on CTV channel stores. 

Gen Z Audiences
The largest segment of the study examines the change in shifting audience behaviour of Gen Z viewing since COVID-19 on smart TV platforms to source their news, lifestyle and information directly from influencers on social networks like Tik Tok, Instagram and Twitter, prefering to cast apps from their smartphone, laptop computer or tablet device to their connected TV. 

App Publishers
Screen mirroring has been available to consumers for some time, however if every mobile device in the room supports screen mirroring to the home screen this necessitates a mechanism for managing the app use more frequently by increasing the number of dedicated apps in CTV channel stores, including photos, videos, games, websites and file storage. The screen mirroring apps are supported by Android and iOS and can be connected to smart TVs, streaming devices, consoles, macOS and Windows.

Channel stores
In the home, Android is the number one streaming platform worldwide. Currently, Google TV has over 10,000 TV apps (on 150m+ devices and over 800 FAST channels), Roku offers approximately 30,000 TV apps (with 71.6m+ users and over 350 FAST channels), Apple's tvOS has over 18,000 TV apps and has just added 325 new CTV apps and Amazon's Fire TV has over 15,500 TV apps in store. Globally, 40% of consumers have downloaded mobile apps after seeing an advertisement for an app on CTV with the total number of connected devices worldwide expected to reach 27 billion by 2025.

Social News Trend
The trend towards screen mirroring was recently included in an announcement by Twitter owner Elon Musk, following the success of former FOX news anchor Tucker Carlson publishing four videos in a live video show on the platform breaking 300 million views, was part of a Reuters Institute study on the future of journalism at this year's DW Global Media Forum.

The case study on the UK Independent newspaper strategy has seen an expansion into CTV, with the launch of IndependentTV as a CTV app. The Independent says total viewership of its IndependentTV video content has reached 73 million, with revenues from this content up 52 percent year-on-year. The newspaper has also had success in driving user registration, with over five million users now registered, giving it a strong bank of logged-in user data. An X/Twitter app on connected TV could make Twitter the dominant social news media platform in two-way public opinion on global live video news and information before the 2024 U.S presidential election.

For more information on next month's screen report visit the Research Lab

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