Connected TV Marketing Association @CTVMA

                                                    Home Screen   Prominence                                               The Australian Government has committed to legislating a prominence framework which will determine how TV applications and/or content will appear on Australian TVs and what content appears first in search.  Since our submission to the federal government, Foxtel commissioned research by YouGov to examine what Australians thought about this issue. The overwhelming view of Australian consumers is they want to be in control of the TVs they own and spend thousands of dollars on annually.    The research showed: When given the choice, 94% of Australians said they don’t want the government controlling the ord...

                                                                                       Video Calling Market The home video conferencing market is expected to grow at a CAGR of 15.5% from 2023 to 2028 to reach $44.4 billion by 2028. The return to work productivity cycle in the home combined with entertainment streaming, includes the entry of home calling service apps from Google, Apple, Meta, WhatsApp, Zoom, Spotify, TikTok, Amazon, Microsoft, X Corp on almost every CTV manufacturer, including Samsung, Sony, Phillips, Toshiba and TCL. The trend is set to continue with the offering of other non-TV features, including video games, music, shopping, fitness, telehealth mirroring and casting, according to new Hub Research. One of the biggest uses with streaming of music and au...

    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 mirr...

Programmatically sold advertising on connected TV is expected to reach $155 billion in 2021 and is forecast to grow to $323 billion globally by 2025, accounting for nearly three quarters of the global programmatic spending. Programmatic advertising refers to the automated buying and selling of digital ad space. In contrast to manual advertising, which relies on human interaction and negotiation between publishers and marketers, programmatic ad buying harnesses technology to purchase digital display space. The use of software and algorithms helps streamline the ad buying process on connected TV. With today's technology and the rise of streaming, the CTV experience is significantly more advanced than ever, with more brands preparing to execute with programmatic.  Broadcasters have been on this transformational journey too, with their transition to programmatic and launching new AVOD offerings. Because the process is automated and the maximum price each advertiser is willing to bid fo...

Growth in digital video advertising on CTV is expected to reach 56% of total video spend this year. Nearly three quarters (73%) of CTV buyers report shifting media budgets from linear to CTV. Connected TV experienced its highest gains in ad spend during 2020. Advertisers spent on average $20 million on CTV, and 35% of buyers expect to increase their spend in 2021. Moreover, in 2021 more than half of budget allocations 56% are expected to be devoted to digital video on CTV. The movement to audience-based buying in particular has resulted in increased buyer demand for CTV. Brand safety was one of the key drivers for buyers on CTV, with 60% of media buyers rating CTV a highly trusted, brand-safe environment. Categories with the highest spend per advertiser include auto, CPGs, furniture, accessories and direct retail brands. Pre-play streaming services are forecast to receive the biggest increase with 37% of buyers planning to spend more on ad-supported video content (FAST/AVOD).

The Connected TV Marketing Association supports and protects a free enterprise Open TV Platform Ecosystem (OTV) of proprietary OS app stores hosting OTT apps of both rights holders, platforms and publishers. As the global AM&E trade for connected television, our organisation conducts research as well as advocacy in this sector. Specifically, as it relates to the ACCC Digital Platform Services Inquiry 2020-2025 and the industry rules and regulations governed by the ACMA, DCMS, Ofcom, CMA and FCC. Digital trade in the connected home is forecast to reach $72 billion in 138 of the world's leading economies by 2028. We therefore strongly support and encourage an open industry framework for future free enterprise and digital competition. Smart TV platforms and OS devices ensure the policy guidelines provide app developers and publishers with fair and reasonable commercial access when positioning their app (s) in their app stores for commercial approval and visibility. Smart TV OS ma...