Connected TV growth in the United States is expected to track at a nearly 2.7% compound annual growth rate (CAGR) through 2020, slower than the growth rate for almost every other streaming media player available, indicating that households will have multiple devices available for watching online video.
In a new report, eMarketer forecast that connected TV users will top 181.8 million users in the U.S., increasing to 202.1 million by 2020.
eMarketer’s report, Connected TV and Over-the-Top Video: The Living Room’s Place in the US Digital Video Ecosystem, forecasts that more than 71% of Internet households will have a connected TV by the end of this year. That translates to nearly 98 million households by the end of the forecast period, up from 88.7 million by the end of this year.
In contrast, there are about 99.4 million pay-TV HHs in the U.S. and just more than 102 million HH are connected to the Internet.
The report said about 27% of connected TVs are Smart TVs, a number expected to rise to 34% in 2020.
eMarketer forecast that streaming media players from Amazon and Google will cage a dominant share of the market, followed by Roku players and smart TVs.
And, it expects Apple TV and game console sales to outpace Blu-ray players.
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