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Cost Effectiveness Climbs As Reason For CTV Preference

John Cassillo

• 1 min read
Cost Effectiveness Climbs As Reason For CTV Preference
Photo by Alexander Mils / Unsplash

Economic pressures are coming for every part of life in the U.S., and TV is no exception. LG Ad Solutions' recent report, The Big Shift, shares some of the most common reasons why CTV viewers prefer streaming vs. cable/satellite/broadcast TV. And not only was "more cost effective" one of the top reasons at 47%, but that share actually rose by 21% year-over-year.

  • Watching at your own pace remained No. 1 among CTV viewers, at 70%, but cost effectiveness is now tied for No. 2, with more content options.
  • Interestingly, personalized recommendations (31%) and paying for ad-free experiences (35%) were the lowest options in terms of preferences, lending credence to the idea that services can use ad-supported services to fuel growth.
  • The study also found that 70% of respondents preferred to watch TV via streaming apps.

Learn more about the shifting landscape around streaming TV viewership in LG Ad Solutions' The Big Shift report.