Can connected TVs save the pay-TV operator?
When hearing about the significant growth of the connected TV (CTV) market, the prevailing conclusion is that it benefits streaming services. According to Statista, 88% of U.S. households have at least one CTV device. They also reported that nearly 74% of UK households own a smart TV and the share of German households with a smart TV was 96% in 2023. The rise in the popularity of streaming services is attributed to consumers wanting to easily access streaming services, hastening the demise of traditional pay-TV services.












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