The growth of OTT devices has made marketers, especially those with a TV focus, worry about the future of TV advertising. OTT growth has tripled in the last 4 years, but many consumers are not replacing their TV subscription with OTT devices. Instead, the growth of OTT has simply created another opportunity for users to consume content and for advertisers to reach consumers. More than 70% of OTT households also had a cable subscription.
What this means for marketers: TV-focused clients do not need to worry about losing out on consumers, but they need to be more flexible with how they reach them. Users are watching TV programming where they want, when they want and on whichever device they choose. Mobile has been a huge driver of content consumption, meaning advertisers can’t focus on just one screen or one video delivery method to reach as many consumers as they have historically.