Enhanced Investments - Financial Portal

New Wurl Report Finds CTV Engagement is Growing, Meeting Peak-Pandemic Highs

Published: 2024-09-18 14:15:00 ET

Findings reveal average daily hours of viewing and session length are on the rise following a post-pandemic dip, while ad fill has declined amid rapid channel growth

PALO ALTO, Calif.--(BUSINESS WIRE)-- Wurl, a leader in the CTV industry, today published The CTV Trends Report 2024 – a new data-driven study that looks at shifts across both the content and ad experience on connected TV taking shape this year. The in-depth report reveals metrics on sessions, ad load, and viewership in order to provide streamers and content providers with insights that can help inform business decisions.

This latest trends report from Wurl comes as the evolving CTV landscape continues to grow increasingly complex. With more streaming content now available than ever before, both publishers and marketers must prioritize the modern viewer experience and understand how key trends surrounding viewer behavior can impact their business strategies – including how shifts toward CTV are influencing engagement and where the industry stands post-pandemic.

“As one of the largest operators of FAST (free ad-supported streaming TV) channels and a leader from the very beginning in this space, Wurl is in a unique position to recognize viewership habits, and help our streamers and publishers develop strategies to engage their audiences,” said Ron Gutman, CEO, Wurl. “While our latest insights show viewer engagement on CTV climbing, growth isn’t where it used to be as discoverability challenges with the EPG and user experience persist, signaling an opportunity for greater innovation on the medium.”

Key takeaways from the report include:

Average daily hours of viewing are increasing: After experiencing a rise during COVID-19 from 2020 to 2022 – and a slight decline thereafter – average daily HOV is seeing an uptick in 2024, up 5% in Q3 2024 compared to Q3 2023.
CTV is slowly growing stickier: Churn rates have largely stabilized and seen a slight downward trend over the past three years.
Viewers are watching for longer: After experiencing a post-pandemic dip, the average session length of CTV viewers is up nearly 7% in Q3 2024 compared to the same quarter last year.
Holiday channels perform exceptionally well: During December, viewership on holiday channels unsurprisingly increases to four times that of other months, though 25% of viewers continue to watch holiday content throughout the summer.
Ad fill rate is cyclical and experiences seasonal variations: 2024 fill rates are noticeably lower as compared to previous years, likely due to an explosion of supply in the market.

Learn more about Wurl and read the full report, The CTV Trends Report 2024, here.

About Wurl

Wurl is a leader in the CTV industry, helping connect viewers to the content they want to see with technologies for distribution, monetization, and advertising. The company supports publishers, streamers, and advertisers in growing viewership, maximizing revenue, and strengthening brand value. Wurl is owned by AppLovin Corporation (NASDAQ: APP). For more information, visit www.wurl.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240918132324/en/

Tori Owens Wurl press@wurl.com

Source: Wurl

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Enhanced Investments, Inc.
329 South Oyster Bay Road #2085
Plainview, NY 11803
team@eninvs.com

Important disclosures

Performance results were prepared by Enhanced Investments, and have not been compiled, reviewed or audited by an independent accountant. Performance estimates are subject to future adjustment and revision. Investors should be aware that a loss of investment is possible. Account holdings are for illustrative purposes only and are not investment recommendations. Additional information, including (i) the calculation methodology; and (ii) a list showing the contribution of each holding to the portfolio’s performance during the time period will be provided upon request.
All statements made via social media sites sponsored or maintained by Enhanced Investments and its affiliates are for informational purposes only and do not constitute a comprehensive description of Enhanced Investments' investment advisory services.
Certain investments are not suitable for all investors. Before investing, consider your investment objectives and applicable fees. The rate of return on investments can vary widely over time, especially for long term investments. Investment losses are possible, including the potential loss of all amounts invested. Information provided by Enhanced Investments is for informational and general educational purposes only and is not investment or financial advice.

Nothing on this website should be considered an offer, solicitation of an offer, or advice to buy or sell securities.
Past performance is no guarantee of future results. Any historical returns, expected returns [or probability projections] are hypothetical in nature and may not reflect actual future performance.
All the strategies assume investments in equity invstrumenta only and are more relevant for "agressive investment profile". Eastern European flagship strategy assumes using up to 20% leverage of total portfolio. GlobalCommodities and US Growth strategy currently assume no leverage.
Results for the Enhanced Investments strategies as compared to the performance of Illustrative Benchmarks is for informational purposes only. Our investment program does not mirror that of the Illustrative Benchmarks and the volatility may be materially different from the volatility of Illustrative Benchmarks. Reference or comparison to an Illustrative Benchmark does not imply that strategies of Enhanced Investments will be constructed in the same way as the Illustrative Benchmark or achieve returns, volatility, or other results similar to those of the Illustrative Benchmark. The S&P 500 is an unmanaged market capitalization-weighted index of 500 common stocks chosen for market size, liquidity, and industry group representation to represent U.S. equity performance.
Performance results were prepared by Enhanced Investments, and have not been compiled, reviewed or audited by an independent accountant. Performance estimates are subject to future adjustment and revision. Investors should be aware that a loss of investment is possible. Account holdings are for illustrative purposes only and are not investment recommendations. Additional information, including (i) the calculation methodology; and (ii) a list showing the contribution of each holding to the portfolio’s performance during the time period will be provided upon request.
All statements made via social media sites sponsored or maintained by Enhanced Investments and its affiliates are for informational purposes only and do not constitute a comprehensive description of Enhanced Investments' investment advisory services.
Certain investments are not suitable for all investors. Before investing, consider your investment objectives and applicable fees. The rate of return on investments can vary widely over time, especially for long term investments. Investment losses are possible, including the potential loss of all amounts invested. Information provided by Enhanced Investments is for informational and general educational purposes only and is not investment or financial advice.