Wurl, a leader in streaming TV innovation, has released its latest CTV Trends Report, offering data-driven insights into the evolving connected TV (CTV) industry. The report examines Session Lengths, Hours of Viewing, Ad Load, and Ad Fill Rates, revealing opportunities for content owners and advertisers to maximize engagement and revenue.

With CTV now accounting for 41% of total TV time, streamers and publishers face new challenges in sustaining engagement and driving growth. Simultaneously, as ad-supported streaming gains traction, advertisers are optimizing strategies to enhance effectiveness without disrupting the viewer experience.

Findings from the CTV Trends Report

• Session Lengths remain flat – While Average Session Length grew in Q4 2024, it has yet to fully recover from a 16% drop in mid-2023. Streamers must enhance engagement strategies to keep audiences watching longer.
• Hours of Viewing (HOV) show slight growth – Q1 2025 is projected to see a modest 3% increase in HOV, but overall momentum is slowing despite a surge in streaming content.
• Ad Load stabilizes – CTV maintains an Ad Load of ~9 minutes per hour, significantly lower than linear TV’s 15 minutes per hour, leaving room for higher ad revenue in FAST (Free Ad-Supported Streaming TV).
• Ad Fill Rates remain challenged – As CTV ad inventory expands, advertiser demand lags, leading to lower Ad Fill Rates. Better data-driven advertising and targeting strategies will be critical for monetization growth.

A Year of Change for CTV

“The CTV market is maturing and how viewers consume content is changing,” said Dave Bernath, General Manager, Americas at Wurl. “While streaming TV has established itself as a primary viewing destination, it hasn’t reached its full potential – with overall growth leveling off in terms of both time spent and monetization. 2025 will be a year of reckoning for many – publishers and streamers must find new ways to engage audiences and drive revenue, while advertisers need to refine data strategies to improve targeting and outcomes.”

With CTV evolving rapidly, content owners, streamers, and advertisers must adapt to new engagement models, ad strategies, and monetization approaches. Wurl’s insights serve as a critical resource for industry leaders navigating this transformation.