AdImpact shows that the gap between streaming and linear TV users continues to expand. There are now two CTV viewers for every one linear viewer in the United States. Share of consumers who have a subscription to a streaming service has grown from 52% in 2015 to 83% in 2023. This growth is being driven by the evolution of emerging technologies, the development of original content, including live sports, and the adaptability and flexibility of on-demand content accessibility.
