Do Consumers Care About the Difference Between Linear and Connected TV?

Marketers fret more over the distinction than the average viewer


Television is drastically changing. Now streaming services are popping up seemingly every month, cable subscriptions are dropping, and viewing on connected TV is surging while people stay at home during the pandemic.

Marketers are already aware of this changing dynamic, with over half of buyers starting to move dollars out of linear and into CTV, according to the IAB. But consumers don’t necessarily see the difference in the two modes of TV delivery.

According to a poll of over 1,100 Americans by Toluna and Tremor Video, 52% of people aged 18-34 and 54% of people aged 35-54 don’t see any difference between connected TV and cable or satellite TV.

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