During a November 2020 survey carried out among U.S. brand and agency media planners and buyers, as well as marketers who said they would be shifting linear TV budget to OTT/CTV in 2021, 81 percent named targeting and efficiency as one of the three reasons for the shift.
Reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2021
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IAB (U.S.). (December 15, 2020). Reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2021 [Graph]. In Statista. Retrieved August 18, 2022, from https://www.statista.com/statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/
IAB (U.S.). "Reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2021." Chart. December 15, 2020. Statista. Accessed August 18, 2022. https://www.statista.com/statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/
IAB (U.S.). (2020). Reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2021. Statista. Statista Inc.. Accessed: August 18, 2022. https://www.statista.com/statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/
IAB (U.S.). "Reasons for Shifting Media Budgets from Linear Tv to Over-the-top (Ott) And/or Connected Tv (Ctv) in The United States in 2021." Statista, Statista Inc., 15 Dec 2020, https://www.statista.com/statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/
IAB (U.S.), Reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2021 Statista, https://www.statista.com/statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/ (last visited August 18, 2022)
