Harmelin Digital Contributor: Molly Levine
Connected TV penetration is at its highest and continues to grow. While the growth of this adoption is expected to slow over the next few years, connected TV users are expected to represent over 60% of the US population in 2020. The number of internet users who own a connected TV device has doubled from 2014 to 2016. While mobile devices and desktop still represent a large percent of the digital video viewing in the US, connected TV is expected to continue to grow rapidly and take over more of this video market share.
What this means for marketers: While many users own multiple devices (including connected TVs), connected home devices should not be overlooked as a touch point between an advertiser and their audience. Connected TV accounted for 20% of time spent viewing digital video in August of this year, meaning that any advertisers not looking to run on smart TVs and other connected devices are missing out on a fifth of all digital video opportunities, with the percent of video viewing on connected devices to continue to grow. Through the combination of smart TVs, gaming consoles and streaming media devices, connected TV viewing has been adopted as a mainstream video-streaming technology. For campaigns that are willing to reach users in a new way, Harmelin will recommend utilizing connected TV to stay ahead of the competition.