The growth is being fueled by rising demand for CTV-led content .
The number of CTV users is expected to reach 80 mn households or nearly 320 mn users by 2025.
The study helped boost awareness by 19%, favorability by 11% and a 10% uplift in purchase intent.
As per the report, big screens continue to be the streaming device of choice.
CTV ad spend is projected to surpass $21 billion in 2022.
