Connected TV: state of the art and prospects
Posted: Sun May 18, 2025 9:25 am
Connected television (CTV) is revolutionizing the traditional television advertising market. Connected TV is a constantly evolving and developing market, especially in Italy, offering new opportunities for publishers, advertisers, and brands.
The data also confirms this trend: in 2023, advertising investments in CTV reached $26 billion. The growth of these new media opens up exciting new possibilities that cannot be ignored.
The Italian CTV scenario: sustained growth
The growth of connected TVs isn't just about denmark telegram data investments; in fact, there's also growing consumer interest in this medium, confirmed by the increase in the number of connected devices.
CTV adoption is also constantly growing in the Italian market . According to a study conducted by the Trade Desk , the number of users using streaming services via CTV devices is constantly increasing.
This growth affects not only the number of connected devices, but also the number of hours viewers use CTV compared to traditional television. The survey shows that 8 out of 10 Italians spend up to 2 hours a day watching content on streaming platforms, divided between CTV (51%, up from 49% in 2022) and YouTube (27%). While only 2 out of 10 Italians still use traditional television for two hours a day.
As if all this weren't enough, another very interesting figure is the one related to advertising content. 76% of Italian viewers said they were willing to accept advertising on streaming services such as Prime Video, Netflix, and Disney+ in exchange for a cheaper or free service. This figure highlights a strong openness to streaming advertising, as 3 out of 4 Italians pay attention to ads without changing channels or being distracted. In contrast, traditional television manages to capture the maximum attention of only 1 in 3 Italians.
The data also confirms this trend: in 2023, advertising investments in CTV reached $26 billion. The growth of these new media opens up exciting new possibilities that cannot be ignored.
The Italian CTV scenario: sustained growth
The growth of connected TVs isn't just about denmark telegram data investments; in fact, there's also growing consumer interest in this medium, confirmed by the increase in the number of connected devices.
CTV adoption is also constantly growing in the Italian market . According to a study conducted by the Trade Desk , the number of users using streaming services via CTV devices is constantly increasing.
This growth affects not only the number of connected devices, but also the number of hours viewers use CTV compared to traditional television. The survey shows that 8 out of 10 Italians spend up to 2 hours a day watching content on streaming platforms, divided between CTV (51%, up from 49% in 2022) and YouTube (27%). While only 2 out of 10 Italians still use traditional television for two hours a day.
As if all this weren't enough, another very interesting figure is the one related to advertising content. 76% of Italian viewers said they were willing to accept advertising on streaming services such as Prime Video, Netflix, and Disney+ in exchange for a cheaper or free service. This figure highlights a strong openness to streaming advertising, as 3 out of 4 Italians pay attention to ads without changing channels or being distracted. In contrast, traditional television manages to capture the maximum attention of only 1 in 3 Italians.