Streaming is booming — but are we really counting who’s watching or just which screens are on? 🤔As ad dollars flood into Connected TV (CTV), that question is worth billions.
🚀 Streaming & Ad-Tech by the Numbers
📈 43.8% of total U.S. TV time is now streaming (March 2025, Nielsen).
💵 CTV ad spend projected to jump from $17.6 B in 2024 → $30 B by 2029.
🆓 73.6% of all TV viewing is ad-supported, with streaming now ~45% of that share.
Great growth story… but there’s a measurement blind spot.
⚠️ The Problem
Most CTV metrics count screens, not people.
That means an ad shown to a family of four = 1 impression.
👉 Under-reported reach
👉 Mispriced inventory
👉 Poor frequency and audience accuracy
💡 Enter Verified Co-Viewing
Co-Viewing = more than one person watching the same screen at the same time.
Verified = tech or methodology that proves:
👫 How many viewers are present
👀 Attention levels
👩👩👧👦 Demographic context
Why it matters:
✅ True Reach – Advertisers buy audience, not pixels.
💰 Higher CPMs – Buyers pay 5–10% more for verified attention.
📊 Better Planning – Publishers can value inventory correctly.
📊 Proof Points
🧑🤝🧑 88% of streaming households co-view regularly (LG Ad Solutions + TVision).
🎥 Genres like live sports, movies, family shows have the highest co-viewing rates.
🔎 Attention is often higher when people watch together.
🏆 The Business Impact
Brands & platforms that adopt verified co-viewing can:
🎯 Optimize reach per dollar
🎨 Tailor creative for group viewing
🤝 Strengthen negotiations with transparent, premium metrics
🛠️ What to Do Next
📝 Demand audited co-viewing metrics in RFPs.
🔍 Choose partners who share methodology & privacy safeguards.
🧪 Pilot campaigns and compare CPM lift vs. standard screen counts.
✨ Bottom Line
CTV is already the present.
But the next leap forward is measuring humans in the room — not just the glass they’re watching on.
Verified co-viewing is the bridge to true audience-based measurement and smarter ad spend.
Are you ready to move beyond screen counts? 🕵️♂️
#CTV #AdTech #Streaming #Measurement #CoViewing #MarketingInnovation #VerifiedAudience #AttentionEconomy
