A latest report by Innovid’s Global Benchmarks Group shows that connected TV (CTV) will surpass mobile in 2021 as the channel with the greatest share of global video impressions. Nearly half (46%) of all video impressions were generated via CTV, up from 40% in 2020, while mobile impressions declined from 43% to 39%.
CTV grew at more than twice the rate of mobile and desktop as global video grew year-over-year across all devices.
Between Jan. 1 and Dec. 31, 2021, Innovid’s platform served 286 billion video and display advertising impressions across channels. In order to analyze video advertising benchmarks and insights, independent researchers examined mobile, desktop, CTV and social platforms.
About 85% of CTV impressions delivered in 2021 came from just 10 platforms, and over two-thirds came from the top three. As the number of streaming services has increased, large-platform consolidation has risen as well.
According to Innovid, consumers in the U.S. watch content across four streaming VOD services, each with similar content offerings, which explains the increased overlap of audience groups across multiple platforms. In fact, advertisers who used fewer platforms saw the greatest percentage of unique reach.