November 20 - 23, 2024
Connected TV Usage To Hit 200 Million By 2019
- by Wayne Friedman , November 16, 2015
Connected TV
users will continue to rise over the next five years -- but at slower growth rates as it reaches higher U.S. penetration. By 2019, U.S. home penetration of connected TV users will rise to 78.1% (97.3 million homes) -- up from 56.6% this year, according to eMarketer.
Currently, there are 140.5 million that have used connected TV at least once a month through built-in Internet access, or with a variety of separate boxes and/or consoles, up 23.% over a year ago.
This is expected to rise to 200.8 million in five years, with growth rates slowing over that time period.
That's in order: up 16.6% to 163.8 million in 2016; 10.6% higher in 2017 over the year before to 181.3 million; 6.2% more the following year in 2018 to 192.5 million; and then improving 4.3% in 2019 over 2018 to 200.8 million.
The study quotes video ad network Tremor Video, from a second-quarter study showing that connected TV in prime-time video hours pulls in an average 7.3% of all digital video requests per hour between 8 p.m. and 11 p.m.
Digital video viewing on tablets during the time period commands a 5.6% share. Smartphone have a 4.6% share; and desktops, a 4.3% share.
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Wayne, you are mixing household access stats with people using stats here and it's a bit misleading. For example, you state that connected TV home penetration will rise from the current level ( 57% ) to 78% or 93 million homes by 2019. Then you say that 141 million are using this facility now on a monthly basis. Buit that refers to people, not homes. Since there are roughly 168-170 million people now living in connected homes, this means that approximately 80-85% of those residents watch one or more times per month on a "connectecd" basis. In any event, the real question will be how often do people watch "connected TV", not how many might watch and that will be driven mainly by content.