Netflix has achieved a top three ranking in TV viewership for the first time in Nielsen's Gauge report, attributed to major releases like 'Squid Game' and 'KPop Demon Hunters.' YouTube continues to lead viewership with 12.8% of total TV usage, maintaining a significant margin over Disney. Meanwhile, the Connected TV (CTV) market is transitioning from rapid growth to maturity, facing higher advertising costs which are difficult for agencies to justify to clients. The terminology surrounding CTV and over-the-top content illustrates industry complexities and shifting standards.
The June edition of Nielsen's Media Distributor, Gauge, ranks Netflix in the top three channels for the first time, likely due to major releases like 'Squid Game'.
YouTube remains the number one channel for TV viewership, boasting 12.8% of total TV usage in the US, and a 2.8% margin over Disney.
CTV adoption is maturing, facing challenges such as higher CPM rates from programmatic advertising, complicating justifications for clients.
The term 'CTV' reflects its early growth, created by the ad industry, while the broadcast sector prefers 'over-the-top' to describe internet-delivered content.
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