According to Parks Associates research, there will be 175 million online video users in the US in 2013, rising to 191 million by 2017, at which time there will be nearly 70 million smart-TV households.
Parks Associates advertising research finds 25 per cent of smart-TV app users recall seeing an in-app ad and 84 per cent responded to that ad, the highest response rates to app advertising among current connected CE platforms.
“The TV is still the most-popular and most-used platform for video viewing – over 40 per cent of TV owners watch more than 10 hours of video per week on the device,” Heather Way, Senior Analyst at Parks Associates said. “The rise of OTT video viewing on smart TVs presents a new channel for content owners to sustain and grow their viewing audience, particularly in a marketplace that continually propagates fragmentation. The ability to leverage the mass reach of the first screen and its interactive components drives the scale and performance of a video asset.”