Left to Your Own Devices: A Deep Dive into Today’s Multiplatform Video Landscape

Consumers today are engaging with content across more screens and platforms than ever. But one screen still reigns supreme when it comes to video: the TV. Here’s what you need to know about where, how, and why audiences are watching—plus what it means for your media strategy.

Households Are More Connected—But Video Still Lives on the TV

• TVs are the most-owned screen in the home with an average of 2.5 per household—a 10% increase year over year.
• While nearly every household also has a smartphone (94%), tablet (61%), and laptop (76%), these devices are largely used for non-video activities like texting, search, and social media.
• TV remains the dominant screen for immersive, lean-back video consumption—while mobile complements it with added reach and engagement.
  

Takeaway: You need a multiscreen strategy—but video impact starts with the big screen.

Streaming vs. Linear: It’s Not Either/Or—It’s Yes/And

• Connected TV (CTV) accounts for nearly 60% of all digital video time spent daily, beating out mobile and desktop combined.
• But linear TV still delivers, especially outside of primetime. In fact:
  • • 66% of traditional TV viewership is on cable
    • 73% of viewing occurs outside primetime, opening opportunities for always-on campaigns.
    • The average household watches across 27 networks.

Takeaway: Linear offers scale and reach across the day; CTV delivers precision and flexibility. Both matter.

Ad-Supported Content Dominates Viewer Attention

• A whopping 72% of TV time is spent with ad-supported content.
• On digital platforms, nearly 60% of ad-supported video is live—driven by sports, events, and tentpole content.
• 85% of digital video ad views happen on TV-connected devices—not mobile or desktop.

Takeaway: Premium ad-supported environments are where viewers are paying attention. Make your impressions count with quality placement.

Viewers Want Control, Not Fewer Ads

• 76% of viewers are tolerant of ads when they’re personalized or interactive.
  
• Top ways to improve ad experiences include:
  • • • The ability to choose the ad
      • Customized categories
      • Retail-influenced and relevant formats

Takeaway: Relevance matters more than frequency. Use smart targeting to drive better outcomes.

Video Consumption Is Expanding—Even Outside the Home

• 31% of adults saw a video ad out-of-home in the past week.
• Whether it’s in bars, gyms, salons, or gas stations, digital out-of-home video (DOOH) reaches people during real-world moments—with high dwell times (up to 59 minutes in bars/restaurants).

Takeaway: Extend your reach beyond the couch. Out-of-home video is a growing opportunity to meet audiences where they are.

So, What Should Marketers Do Now?

📺 Prioritize TV—both connected and linear—for its unmatched impact
📱 Layer in mobile and DOOH to stay connected across the consumer journey
📊 Use data to personalize, measure, and optimize every impression
💡 Create omnichannel video strategies that balance reach with relevance