More than 50% of the U.S. population is expected to watch streaming content on connected TVs by 2016, and that percentage is expected to increase to 60% by 2019. In the new eMarketer report, “US Connected TV Usage: Digital Content Gives the ‘First Screen’ New Life,” connected TVs are defined as TV sets connected to the internet through built-in internet capability or through another device, such as Blu-ray players, game consoles or set-top boxes.
In addition, it is important to note that connected TV is a household phenomenon more than a personal one, so that household penetration is an important metric.
According to this eMarketer article, viewing habits for connected TV more closely resemble linear TV than other digital platforms. eMarketer refers to studies by both Nielsen and Tremor Video that found that the share of average US audience on connected TV devices peaks during primetime.
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