Connected TV Marketing Association @CTVMA

                                                                                       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 audience service -- which 49% of respondents now say they use smart TV sets for. This is up from 27% three years ago. The second-biggest non-TV use, at 38%, is mirroring or casting another screen from a mobile or computer

        X Live Streaming Live streaming video on connected TV is forecast to grow CAGR 29.30% in 2023 and is projected to reach $559.62B by 2032. The market for live video streaming is expected to grow due to an increase in demand for video on demand (VoD) services, as consumers spend more time in live media and entertainment spaces.  In addition, the increasing population and preference for online streaming platforms are expected to boost the market in the coming years. The rise of over-the-top (OTT) streaming platforms has resulted in a significant demand for live video streaming content.  Moreover, the launch of new OTT platforms by major broadcasting networks is also expected to contribute to market growth. Furthermore, the ability to stream live content on mobile devices through these platforms is likely to further fuel market growth. The vertical segment encompasses news, current affairs, education/e-learning, healthcare, government, sports/e-sports, gaming, enterprise and corpor

Millennials prefer streaming full-length TV shows, whereas Gen Zs prefer streaming video games on connected TV. For millennials (born 1980-1994) and Gen Zs (born 1995-2009), COVID-19 has had a lasting irreversible impact on their digital lives. Gen Zs favourite entertainment activity is video games (26%), whereas Millennials prefer watching full-length TV shows (34%). In fact 92% of all Millennials are digital video users and most prefer free advertiser-supported programming.  Whereas most Gen Zs prefer to avoid ads via paid subscription services. Overall, both cohorts prefer viewing or playing games and watching live sport in the home on connected TV with their friends and family.  For more information, visit the 2021 Consumer Media Usage Report