The Living Room Place in the US Digital Video

unduhan-58Connected TV and over-the-top (OTT) video viewing are growing on the strength of streaming technologies and premium content aimed at living room screens. The advertising market will follow as connected TV amasses more scale.

  • US connected TV users and households will increase by over 20% in 2016 and are on track to continue growing through 2020, albeit at single-digit rates starting next year. The trend is led primarily by the popularity of smart TVs and streaming devices from Amazon, Google and Roku.
  • OTT video viewership is also increasing, particularly on subscription services such as Netflix, Amazon and Hulu. Ad-supported YouTube is nearly saturated, so its growth has slowed.
  • Marketers across all industries are experimenting with ways to put AI to use. Top applications include business intelligence, customer acquisition, programmatic advertising, campaign optimization and multichannel communication.
  • Some AI players—including top tech companies, advertising agencies and marketing-focused startups—are working on projects and collaborations that will bring AI to marketing and advertising in a more coordinated way. IBM’s Watson platform is a leading player in these efforts.