Time spent share on connected TV in the U.S. 2022-2023, by platform type
In the first half of 2023, Americans spent most of their time watching connected TV apps on ad-supported services, with a share of 66 percent. Virtual multichannel video programming distributors (vMVPDs), such as Hulu + Live TV or Fubo TV, were the second most popular platforms among CTV users. While ad-supported services were growing in popularity among CTV users between the second half of 2022 and the first half of 2023, the share of time spent watching SVOD content on CTV devices declined during this time period.