Comscore Releases 2020 'State of OTT' Report Examining OTT Consumption Across CTV, Ad-Supported Services, And More
Using data from Comscore OTT Intelligence™,
Key insights include:
- There has been a spike in OTT engagement since the start of the COVID-19 pandemic that is holding steady for now. OTT consumption saw exceptional growth starting in early
March 2020through April 2020and has since plateaued.
- Consumption of OTT content grew by both total households and total hours. 69.8M homes used OTT in
April 2020, an increase of 5.2M homes compared to April 2019. The average home viewed 102 hours of OTT content during that same month, an increase of 17 hours compared to April 2019.
- Growth in reach of ad-supported services is outpacing that of non-ad-supported services, presenting a need and opportunity for advertising. Ad-supported services grew nine percent when comparing
April 2020to January 2020. Non-ad-supported services grew only five percent.
- Total viewing hours increased 2.3 billion viewing hours across live TV, DVR, VOD, and OTT in
April 2020vs April 2019. Of this, OTT alone added 1.4B total viewing hours.
April 2020, 21 percent of CTV viewing households are cord cutters (households who cut the cord within the past five years), up three percent from April 2019. 21 percent are cord nevers (households with no cable/satellite subscription in the past five years), up three percent within the same time frame.
- The use of pure-play virtual MVPDs to view OTT content has seen a 70 percent year-over-year growth between the three-month average of February through
April 2019and 2020.
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Neil Ripley, Comscore, Inc., (646) 746-0579, firstname.lastname@example.org