This is according to a study from YuMe and Nielsen on US consumers’ connected device ownership and use and the implications for advertisers. It found that 74% of people use their CTV device daily, and that CTV usage patterns mirror traditional linear TV. The highest usage was in the 8-11pm prime time block.

“We believe CTV devices have become prominent fixtures in the lives of today’s connected consumer,” said Michael Hudes, chief revenue officer, YuMe. “To reach and influence connected consumers, marketers must take into account shifts in device preference and behaviour, elevate the role of CTV in cross-screen campaigns, deliver targeted ad campaigns and sync campaigns across platforms.”

The YuMe Connected Device study also found that streaming media player ownership has increased 1.5-times since 2013, with an average of two streaming devices per household.

CTV devices are now more common than tablets; 60% of households own a CTV device, while 57% own a tablet. Meanwhile, smartphone second-screen usage has risen from 49% in 2013 to 51% in 2017. The smartphone is still the most popular device to use while watching TV.

On the content front, films and TV shows are still the preferred content for large screen TVs, while short-form videos are the preferred content for computers and mobile. Only 28% of people use their tablet for movie or TV show viewing, and even fewer, 19%, do so on their smartphone.