Source: Centris Marketing Science
Notes: Younger Millennials (18-24) more likely than the older (25-34) cohort to subscribe to OTT services, with both groups increasing adoption year-over-year.
About the Data: Based on a survey of Millennial heads of households in Q4.
Related: Youth Say OTT Video Challenges Live TV in Weekly Consumption
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TikTok Shop looks like it could be a fruitful channel for smaller companies.
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Prime Video and Hulu seem to be on the ascent.
Only about one-third consider company PR pros to be credible sources for their reporting.
More than 3 in 4 ad buyers are adjusting their programmatic vs. direct strategies.
Youth are still the predominant target for influencers, but as the industry matures, the target audience may be shifting.
More than 9 in 10 B2B buyers encounter at least one reason that prevents them from placing orders online.
About half are using CTV to achieve lower-funnel objectives.
Social media marketers wish they had more time to respond to customers and to engage in strategic planning.
Some 57% of subscribers have canceled a service due to a recent price hike.
A sizable share of Gen Z consumers around the world are using AI tools to find information online.
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