Connected TV devices continue to account for the largest share of video ad impressions, per the latest Video Benchmarks report from Extreme Reach covering Q1 2019. Smartphones, which only a year earlier had accounted for the largest percentage of impressions, are steadily declining in share, cannibalized by connected TV devices.
In Q1 2019, connected TV’s (CTV) share of impressions hit 49%, which is equal to the total share of the other identifiable devices (desktop, mobile and tablet) combined. This 49% share represents an 58% increase year-over-year from Q1 2018, when CTV accounted for a 31% share of impressions.
Just as CTV’s share of impressions experienced this significant increase, mobile’s share declined by 24% year-over-year from Q1 2018. Indeed, mobile now only accounts for one-quarter (25% share) of impressions by device, compared to one-third a year earlier.
Earlier this year, FreeWheel revealed that CTV accounted for the largest share (42%) of premium ad views in Q4 2018. According to Extreme Reach’s quarterly research, CTV is the device which consistently has the highest video completion rate (VCR) of all devices. Q1 2019 saw VCR for CTV rise slightly to 97% (compared to 95% in Q1 2018).
CTV’s rise in ad impressions and continued positive VCR numbers are not too surprising, considering that as more people are cutting the cord from traditional subscription TV services, they are turning to other viewing methods like CTV. In fact, by Q2 2018, three-quarters (74%) of US households had connected devices such as a smart TV, Apple TV, Roku or gaming console.
To read further about Q1 2019 video benchmarks, view the report here.