Audience for Connected TV Grows

Nearly 3/4 of all U.S. households have at least one connected-TV user.

Connected TV HH by year:
1)
2018–88.7M
2)
2019–92.0M
3)
2020–94.7M
4)
2021–96.7M
5)
2022–98.2M


Connected TV advertising by year (% growth YoY):
1)
2017 — $4.7B
2)
2018 — $8.2B (↑ 74%)
3) 2019 — $13.3B (↑ 62%)
4) 2020 — $20.1B (↑ 51%)

% of TV advertising targeting advanced data:
1) Linear TV — 5%
2) Connected TV — 79%


Why does this matter? This matters because viewership for traditional TV is declining which is leading to a reduction in video ad impressions.

Quick math courtesy of Dave Morgan:
1) Total video ad impressions per year — 19T
2)
Linear TV viewership YoY — ↓ 9%
3) The decline in video ad impressions — ≈ ↓1.9T

Where are these impressions going? A large portion is shifting to connected TV.

Minutes streamed by average Roku user:
1) 2017-Q2–151
2) 2018-Q2–163 (↑ 8%)


More #1: AT&T’s recent acquisition spree is part of a plan to dominate advertising on connected TVs and devices

More #2: How Savvy TV Content Owners Are Leaning in toConnected TV

More #3: OTT spend to propel global TV, video spend to $559BN by 2022

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