智能大屏风潮来临——电视趋势展望报告（英文）

The Future of TV ReportThe CTV Tipping PointMarket Insights January 2021About this reportNowhere was this more apparent than with television advertising. Whether it was viewers cutting the cord at an accelerated rate, growing wariness around the divisive nature of user- generated content, demand for an alternative to traditional “upfronts,” or new pressure to measure TV advertising performance, marketers are faced with a dramatically different TV landscape as we enter a new decade. As 2020 drew to a close, The Trade Desk took a closer look at this changing TV landscape. We wanted to investigate how the global pandemic accelerated existing consumer and marketer trends and what this means for the future of TV advertising.To that end, The Trade Desk conducted two surveys:1. An advertiser study in partnership with Advertiser Perceptions, surveying 150 marketers in the United States. There was a 50/50 split between agencies and brand direct advertisers. The vast majority were director level or above (91 percent representing directors, VPs and C-level executives). Field work was conducted from November 18 to 30, 2020. 2. A consumer study in partnership with YouGov among more than 2,000 adult (18+) TV viewers in the United States. Field work was conducted from December 4 to 8, 2020. We qualified “TV viewers” as consumers with at least one screen in their household that can be used for viewing TV content. All references to “our data” are to data sourced from our two commissioned studies with Advertiser Perceptions and YouGov.The Trade Desk provides this information for the general knowledge of its clients or prospective clients and does not make any representations or guarantees of any kind with regards to future performance based on the information set forth.In 2020, several years of marketing disruption and innovation were compressed into a few short months.Market Insights123456ContentsIntroductionCost is driving cord cuttingConsumers look to CTV for sportsViewers renegotiate TV’s value exchangeUpfronts get turned upside downTV at a tipping pointMarket Insights27% of US cable subscribers intend to cut the cord in 2021, up from 15% last year.IntroductionOTT/CTV Ad Revenue Outpaces All Other Forms of Media, USUS Media Revenue Trend Jan-Sep 2020 vs 2019Citation: SMI Pool, December 2020TV reached a tipping point in 2020. After 15 percent of consumers cut the cord amid a global pandemic, eMarketer reported that fewer than 78 million U.S. households maintained a cable subscription at the start of 2021. At the same time, advertisers could reach more than 84 million households via connected, streaming TV services for the first time, according to The Trade Desk. This trend is unlikely to reverse. According to new research by The Trade Desk and YouGov, the number of consumers who intend to ditch cable in 2021 climbs to 27 percent, a substantial increase over 2020’s already accelerated rate (15 percent).Connected TV (CTV) is at the heart of this shift. As a