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Competitive Info: CTV CPMs Down 60% In Q4 Vs. Year Ago.


As consumers are confronted with more ad-supported streaming premium service options as well as more modest FAST networks, cost-per-thousand viewer prices (CPMs) continue to drop, says Insider Intelligence/eMarketer.


The cost per thousand viewers dropped 60% in the current Q4 period to $21.73 vs. $35.06 in the year-ago Q4 period.


Supply-and-demand factors are at work here — including heavyweights Netflix and Disney+ starting up ad-supported options a year ago, poised to grow quickly. “As more ad-supported streaming services enter the scene, inventory will be easier to come by,” says Insider Intelligence/eMarketer.


Still, the report says that although “pricing is normalizing, CTV inventory is still scarce.”


Overall CTV ad growth will still climb — growing 22% to $30.1 billion next year (up from $24.6 billion in 2023), then rising 14% higher to $34.3 billion in 2025.


The report says the audience segment for CTV platforms will continue to look much younger than traditional TV. September estimates indicated that 84% of millennials were regular CTV users, with 52.1% who were baby boomers. This is virtually the reverse that of linear TV — 83% baby boomers, 60.5% millennials.


The research also estimates that 79% of all younger Gen Z consumers will be CTV watchers in 2024.


Still, analysts here say even though a quarter of all digital media time has been spent with CTV, “less than 10% of all U.S. digital ad dollars flow into CTV.” Mobile continues to dominate — 65.5% of all U.S. digital ad dollars, 25.4% going to desktop and laptop.

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