Findings reveal average daily hours of viewing and session length are on the rise following a post-pandemic dip, while ad fill has declined amid rapid channel growth

Wurl, a leader in the connected TV (CTV) industry, has released The CTV Trends Report 2024. This comprehensive study provides an in-depth analysis of the latest shifts in content and ad experiences on CTV platforms, offering valuable metrics on sessions, ad load, and viewership. The report aims to guide streamers and content providers in making informed business decisions amidst a rapidly evolving CTV landscape.

1. Current Trends in CTV Viewing

• Rising Average Daily Viewing Hours: After a peak during the COVID-19 pandemic, average daily hours of viewing (HOV) are up by 5% in Q3 2024 compared to Q3 2023.
• Increased Session Length: Average session lengths have improved by nearly 7% in Q3 2024 from the previous year, indicating longer viewer engagement.

2. Viewer Engagement and Behavior

• Stable Churn Rates: Churn rates have stabilized, showing a slight downward trend, suggesting that viewers are increasingly sticking with their CTV services.
• Holiday Channel Performance: Holiday channels see a significant spike in viewership during December, with viewership up to four times higher than other months. Interestingly, 25% of viewers continue to engage with holiday content year-round.

3. Advertising Trends and Challenges

• Ad Fill Rate Trends: The ad fill rate in 2024 has seen a decline due to an oversupply in the market. This cyclical and seasonal variation in fill rates highlights the need for strategic ad placements.

4. Opportunities for Innovation

• Discoverability Challenges: Despite increasing engagement, discoverability issues with the Electronic Program Guide (EPG) and user experience persist, presenting opportunities for innovation in CTV platforms.

Quotes for Attribution:

• Ron Gutman, CEO of Wurl: “As one of the largest operators of FAST channels, Wurl is uniquely positioned to recognize viewership habits and help our partners develop strategies to engage their audiences. Our latest insights show climbing engagement on CTV, though growth isn’t where it used to be, highlighting a need for greater innovation.”

Wurl’s CTV Trends Report 2024 provides crucial insights into the evolving CTV landscape, highlighting trends in viewer engagement, session length, and ad performance. With average viewing hours and session lengths on the rise, while ad fill rates experience seasonal fluctuations, the report underscores the need for continuous innovation to address discoverability challenges and optimize the viewer experience.