New data from BrightLine and Innovid shows that CTV QR code scan rates have declined significantly, reaching 0.004% by late 2025. The findings suggest that marketers are shifting away from QR-based calls-to-action in favor of alternative shoppable formats as consumer engagement remains low.
The collapse of CTV QR code scan rates signals a fundamental rejection of high-friction calls-to-action in the living room. For streaming platforms, this data confirms that forcing mobile-first behaviors onto the television screen disrupts the lean-back experience and fails to drive meaningful performance. As marketers realize that 70% of non-scanners cite a simple lack of interest, the industry will likely abandon visual codes in favor of native commerce integrations from Roku and LG Ad Solutions that utilize the remote control. Watch for a shift in ad spend toward 'one-click' purchase formats that prioritize brand memory over immediate, clunky mobile redirects.
CTV QR code scan rates fell 60% to a marginal 0.004% by late 2025, according to BrightLine and Innovid. This decline highlights consumer rejection of high-friction mobile redirects in the living room. Consequently, the industry is pivoting toward remote-based, one-click interactive advertising to better align with the lean-back streaming experience.
By late 2025, CTV QR code scan rates dropped to 0.004%, which equates to one scan per 25,000 impressions.
Consumers are rejecting high-friction calls-to-action that disrupt the lean-back viewing experience, with 70% of non-scanners citing a simple lack of interest.
The industry is shifting toward native, remote-based interactive advertising and one-click purchase formats that prioritize brand memory over mobile redirects.
Roku claims that its remote-based shoppable ads generate four times the conversions compared to QR-based alternatives.
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