RESEARCH REPORT

CTV & Ads AU Research

How connected TV is shaping the future of digital content consumption in AU

The days of fighting over primetime are over, and in their place: connected TV. Consumer adoption of CTV has been on the rise for years, and content streaming is the new household ritual.

However, the advertising landscape on CTV has been slower to evolve. Questions about measurement and standardization have stalled adoption and innovation in the industry. But when it comes to CTV, people are sold.

To understand the future of CTV and advertising, IAS asked people about their CTV usage and how they feel about the ad-supported streaming experience.

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