CTV: Friend or Foe of Traditional TV?

Connected TV is a game-changer in the transformation of television viewing. But is it a friend or a foe to traditional TV? In a Nielsen study commissioned by RhythmOne we examine the impact of CTV device introduction on TV-viewing households. Similar to a rising tide lifting all boats, the study finds that CTV diversifies existing TV without losing viewing time and expands diversity in TV viewing options.

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