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Future Today: Streaming Video a Family Affair

The proliferation of streaming video services and devices linking the internet to the television is bringing the American family back together on the couch, according to new data from Future Today.

The Menlo Park, Calif.-based research firm contends that 94% of parents have upped their time streaming video together with family members in 2021. That data also underscores a prime marketing opportunity for advertisers, according to Vikrant Mathur, co-founder of Future Today.

“There is a misperception that the explosion in screens has created siloed TV viewing, with families watching from different devices and rooms,” Mathur said in a statement. “In reality, parents with younger children, in particular, are co-viewing more than ever. Co-viewing experiences help these families connect, while also allowing parents to more closely monitor media consumption for their children.”

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The analyst cited data that suggests ad-supported VOD viewership and connected televisions (CTV) are projected to represent 60% of all over-the-top video consumption by the end of the year.

“With co-viewing of streaming content more prominent, CTV and OTT can dramatically enhance campaign value for marketers, helping them reach the entire home on the largest screen,” Mathur said.

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