With 89% of U.S. households in 2025 projected to be CTV households*, including many furniture & mattress intenders, streaming TV is a compelling and effective advertising channel for retail marketers. Additionally, 91% of furniture & mattress intenders watch ad-supported OTT, and 64% of them cannot be reached via traditional cable/satellite, per a MRI-Simmons 2025 Cord Evolution Study**.
New data-driven CTV advertising solutions provide retail marketers with the precision of digital in targeting, personalization, attribution, and performance capabilities — and the big-screen quality viewing experience of linear television.
To learn more about CTV/OTT viewership and furniture & mattress intenders, download our ‘Why CTV/OTT for Furniture + Mattress' guide by filling out the form.
*eMarketer, Connected TV Households, October 2025; Copyright © 2025 Insider Intelligence Inc. All Rights Reserved.
**MRI-Simmons, 2025 November Cord Evolution; ad-supported OTT viewers who are planning to buy a large home furnishing in the next 12 months.
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