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CTV advertising campaign
Connected TV Trends in 2023
The explosive growth of connected TV (CTV) and over-the-top (OTT) streaming
services is expected to continue in 2023. By that year, it is estimated that CTV
and OTT will reach more than one billion viewers worldwide. This growth is being
driven by the increasing availability of low-cost devices that make streaming
more accessible to consumers, such as smart TVs, streaming sticks and game
consoles.
The growth of CTV and OTT is also being driven by the increasing amount of
content available on these platforms. More and more content providers are
creating original programming for streaming services, which will continue to
expand the range of programming available through these channels.
In addition, the development of advanced ad targeting capabilities is making
CTV and OTT more attractive to advertisers, which will further fuel their growth.
Advertisers are able to target specific demographics or interests, which allows
them to reach their desired audiences more effectively.

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Finally, the widespread availability of fast and reliable internet access is making
streaming services more attractive. As more people are able to access high-
quality streams, it is likely that more viewers will turn to these services to watch
their favorite shows and movies.
Overall, the growth of CTV and OTT streaming services is expected to continue
in 2023. This trend is being driven by a range of factors, including the increasing
availability of low-cost streaming devices, the development of ad targeting
technologies, and the widespread availability of fast and reliable internet access.
Connected TV (CTV) is expected to become increasingly popular over the next
few years as more people adopt smart TVs and streaming services. In 2023, CTV
is likely to be the dominant form of television, with over 50% of television
viewers tuning in through CTV platforms. As more streaming services launch,
viewers will be provided with more content options and better access to live and
on-demand content. Additionally, the rise of smart TVs and voice assistants will
create more opportunities for advertisers to reach their target audiences.
Advertisers will also benefit from improved targeting capabilities, as data
collected from CTV viewers will be used to create more personalized ad
experiences. In addition, CTV viewers are likely to engage more often with ads,

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making them more attractive to advertisers. Finally, the growth of CTV will also
lead to more competition between streaming services, ultimately benefiting
consumers.
1. Increased Adoption of OTT Platforms: OTT platforms such as Netflix, Hulu,
and Amazon Prime Video are expected to continue to grow in popularity,
offering more content and features for viewers to enjoy.
2. More Interactive Content: Interactive content such as games, polls, and
quizzes will become more popular as viewers are more engaged with the
content.
3. More Connected TV Devices: The number of connected TV devices available
will continue to grow, with newer devices offering more features and capabilities
than previous models.
4. Improved AI and Machine Learning: AI and machine learning will be used to
provide more personalized content recommendations and improve advertising
targeting.
5. Increased Adoption of Voice Assistants: Voice assistants such as Alexa and
Google Assistant will continue to be integrated into connected TV devices,
allowing viewers to control their devices with voice commands.

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6. Increased Adoption of HDR Technology: HDR technology will become more
widely adopted, allowing viewers to experience more vibrant colors and better
image quality when watching content.