Connected TV ad loads now at around 9 minutes per hour
Connected TV ad loads now at around 9 minutes per hour
A new survey from Wurl offers viewers some insight into the future of advertising on their connected TV devices.
The world of advertising on streaming services and connected TV (CTV) devices is always changing. Just this weekend, in fact, Roku angered a swath of customers by rolling out a new start-up ad for some owners. A new survey from Wurl shows how people are using their CTVs to watch content, and how advertisers might alter strategies in the future to reach more viewers.
Key Details:
- More than 80% of American households now have at least one connected TV device.
- Viewing hours and viewing session lengths are holding steady.
- Ad loads for connected TV content are now at around 9 minutes per hour.
According to Wurl, more than 80% of households in the United States now have at least one connected TV device, like a smart TV or a streaming player from Roku or Amazon Fire TV. Streaming now accounts for 41% of total TV viewing time, up from 31% two years ago.
Wurl also found that viewers are spending more time with free streaming content than ever before. Forty-seven percent of U.S. homes now engage weekly with free ad-supported streaming TV (FAST).
Nevertheless, viewing session lengths are beginning to plateau. Wurl concludes that streaming providers need to ensure that they become top-of-mind for customers as soon as they turn on their CTV device, as content strategies that grab their attention from the start tend to keep that attention and boost engagement.
Average daily viewing hours fell in 2024 as compared to 2023, although they have rebounded somewhat in the first quarter of 2025. According to Wurl, more customers are adopting streaming services, but that leaves streamers with the challenge of making sure they account for a larger share of customer consumption.
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The survey from Wurl also found that ad load on connected TV and streaming content has stabilized. Ads per hour are now around nine minutes across all content, including TV shows and movies. It peaked at almost 9.5 minutes per hour in 2023 but has since retreated. Streamers like Hulu are right around the 9-minute-per-hour mark, while others like Max show far fewer commercials on average.
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So what does Wurl’s survey mean for the average viewer? For one, it means that streamers will continue to try to innovate and keep customers more engaged. Growing subscriber totals is great, but the best way for streaming providers to boost their ad revenues is to keep customers watching for longer.
It also means that audiences will likely see more experiments like Roku’s recent start-up ad test. CTV platforms will keep trying to find new ways to deliver ads to viewers, as advertisers try to find a way to fill unused space.
Streaming ads are a money-making craze for platform owners, much to the consternation of audiences. But CTV platforms have to be careful about how they deliver ads if they also want to boost audience engagement.
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