Connected TV stats

The two audience numbers most worth memorising are the ones that answer “how many” and “how much”. How many: Leichtman Research Group finds about 87% of US TV households have at least one connected TV device. How much: Nielsen's The Gauge recorded streaming at 44.8% of US TV viewing time in May 2025, the month it overtook broadcast and cable combined.

These two statistics are complementary, not interchangeable. The first shows that the infrastructure is nearly universal; the second shows that attention has followed it, but not completely. The gap between them is the remaining share of time still going to linear channels, even in homes that can stream.

Platform totals add a third audience lens. Roku reports more than 90 million streaming households; Titan OS says it has 18 million users across Europe and Latin America. Use these for distribution questions — which OS to build an app for, or which home screen to advertise on — and always label them company-reported.

Deloitte's Digital Media Trends survey finds the average US household holding four or more paid streaming video services. Antenna's churn analysis puts typical monthly churn across major premium services around 5%. Together they describe a market where people subscribe widely but cancel and resubscribe often, rotating services as shows launch and end.

Antenna also reports that most new subscribers pick the ad-supported tier where one is offered. That single statistic links subscription behaviour to advertising supply, which is why it appears in both consumer and advertising reports.

The operating-system layer has become a battleground. Titan OS raised a €50 million Series A in December 2025, led by Highland Europe with Mangrove Capital Partners, according to TechCrunch and EU-Startups, bringing total funding to about €60 million according to The Streaming Wars. Heise online reported that all Philips 2026 televisions, up to the flagship OLED 8 and 9 series, moved from Google TV to Titan OS.

Titan OS documentation published by Philips states a ten-year security update commitment per device, a notable figure in a category where TV software support has often ended after a few years.

EMARKETER forecasts US connected TV ad spending above $26 billion a year in the mid-2020s. Pair this with Nielsen's viewing share when you need to show the relationship between attention and investment, and cite it clearly as a forecast.

If your team cites CTV figures often, maintain a shared sheet with five columns: the number, what it measures, the market, the period and the source link. Add a sixth column for the date someone last checked it. Nielsen publishes The Gauge monthly, Antenna publishes churn and sign-up analysis regularly, Deloitte runs Digital Media Trends annually, and companies such as Roku report quarterly. Assign a reviewer to refresh the sheet when those publications appear and to mark superseded figures rather than deleting them, so older presentations can still be traced. This simple routine prevents the most common credibility problem in media decks: a figure that was right two years ago and is repeated as if it were current.

You will see many other CTV numbers online — average CPMs, global household totals, projected market sizes far into the future. We omit figures where the original source is unclear, the methodology is not published, or the number circulates only through secondary articles. If a statistic cannot be traced to a named organisation with a link, it does not appear here. That is also a useful rule for your own work: if you cannot find the primary source within a few minutes, treat the number as unverified and leave it out of anything public.

Equally, we avoid converting between units to manufacture new statistics, such as multiplying a household figure by an assumed number of viewers per home. Derived numbers like these carry hidden assumptions and are easy to misquote.

CTV: a television connected to the internet, directly or through a device. OTT: video delivered over the internet. FAST: free ad-supported streaming television, meaning linear-style channels streamed free with ads. AVOD: advertising-based video on demand. SVOD: subscription video on demand. Churn: the share of subscribers who cancel in a period. Penetration: the share of households owning a device or service. Viewing share: the proportion of total TV time spent on a category.

Households versus viewers: a household figure counts homes, not people. Users versus active users: a platform's users may include inactive accounts unless it says “active”. Sign-ups versus subscribers: Antenna's ad-tier figure describes new sign-ups, not the whole subscriber base. Forecast versus actual: EMARKETER's spend figure is a projection. Keeping these pairs straight prevents most CTV citation errors.

Every number on this page links to the organisation that published it: an independent research firm, an official product or pricing page, a public filing, or official documentation. We do not publish our own estimates as facts, and where a figure is reported by the company it describes, it is labelled company-reported. Prices are taken from official vendor pages and change often, so open the linked source before relying on one. If a widely repeated figure could not be traced to a primary source, we left it out. Entries are reviewed when the underlying sources publish new editions, and the update date at the top of the page shows the latest review.