Connected TV: The Key to Reaching Audiences

Motimatic is going beyond social feeds and into the place where audiences are spending more and more of their time: streaming.

For years, we've built our business around meeting your customers with the right message at the right moment on social media. But your customers don't live inside a single app, and their attention doesn't stay in one silo either. Connected TV, or CTV, has quietly become one of the most important channels in the modern marketing funnel, and it's time your media plan reflected that.

The Streaming Shift Is Already Here

The shift away from traditional television has been dramatic. As of December 2025, streaming accounted for 47.5% of all television viewing time in the U.S., according to Nielsen's The Gauge, officially overtaking broadcast and cable combined for the first time. Almost 90% of U.S. households now own at least one CTV device, such as a smart TV, streaming stick, or gaming console, and together those households represent roughly 244 million individual viewers according to StackAdapt. Streaming isn't the future of television anymore. It's the present. That's why we're partnering with Vibe.co to bring your campaigns to premium platforms your audiences are already watching, including Disney+, Discovery+, ESPN, CBS, Fox Sports, Hulu, HBO Max, MLB, NFL, NHL, NBC, Paramount, Peacock, Roku, Sling, and more. Instead of choosing between reaching people on the big screen or on social, you can now do both, meeting your audience with a consistent story wherever they happen to be watching.

A Bigger, More Engaged Audience

Part of what makes this moment so compelling is how comfortable viewers have become with ad-supported streaming. Roughly 86% of consumers say they're willing to watch ads on CTV in exchange for lower-cost or free access to the shows they love, and Free Ad-Supported Streaming TV, or FAST, platforms are now reaching more than 125 million monthly viewers in the U.S. That's a massive, engaged pool of top-of-funnel opportunities for brands looking to grow acquisition, and it's only getting bigger. For advertisers who have watched linear TV audiences shrink year after year as more households cut the cord, CTV offers a genuine fix rather than a workaround. Brands that combine linear TV and CTV in the same strategy see, on average, a 32% increase in total reach compared to linear alone, because streaming reaches people traditional broadcast simply can't find anymore. And that reach spans every generation you're trying to win over: an estimated 64.3 million Millennials and 55.7 million Gen Z viewers anchor the audience, while 52.3 million Gen X viewers, 37.4 million Baby Boomers, and a fast-growing Gen Alpha audience round it out. CTV isn't a niche channel for one demographic. It's where everyone already is.

From the Big Screen to the Small Screen

We're expanding beyond social reach, but we're not walking away from it. Today's streaming audiences are constantly moving between screens, with roughly 75% of viewers using a smartphone while they watch. That behavior is exactly why integrated campaigns across CTV and social work so well together: brands that add CTV to their existing social strategy have seen an average 8.5% boost in paid social conversion rates within about 90 days. Motimatic lets your audience see your brand on the biggest screen in the house, then follow through on their phone moments later, turning a moment of engagement into a moment of action further down the marketing funnel. None of this works without precision, which is where CTV's digital backbone comes in. Roughly 85% of CTV ad purchases are now transacted programmatically, and 84% of advertisers say CTV delivers better audience targeting than linear TV ever could. That's the same data-driven approach we've always brought to social, now extended to the screen your audience trusts most.

What's Next for Motimatic

This is about more than adding a new channel to your media mix. It's part of a broader vision for what lifecycle marketing should look like: one connected strategy that follows your audience from first impression to loyal customer, using behavioral and motivational science to drive real engagement at every stage rather than isolated tactics working in separate silos.

Ready to bridge the gap between CTV and social, and re-engage the audiences you've worked so hard to reach? Reach out to our team today to learn more about how Motimatic's newest CTV capabilities can elevate your campaigns.