Wurls CTV Trends Report highlights why free streaming channels are becoming an increasingly important part of any media mix. Key findings from the report include: More households are tuning in and watching longer: The number of monthly active households watching free, ad-supported channels grew 12% year-over-year, while average daily hours of viewing per household climbed 16%, producing a 29% increase in total viewing time across platforms. Deeper engagement: Viewers are not only watching more but they’re also staying more engaged. Average channel session duration increased 25%, and viewers are also exploring more channels than they did a year ago. Genre diversity offers reach and precision: Reality, Drama, and Documentary dominate viewership, while News maintains a steady share and spikes during major events like last year’s election. Premium inventory remains available: As audiences continue to shift and watch more free streaming channels, advertisers have not yet fully caught up. Ad fill rates are still lower than in previous years – signaling there is untapped opportunity in a market that’s moving in the right direction.