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Published: November 30, 2017
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As TV viewers continue to spend more time watching video content via connected TVs and over-the-top (OTT) video services, advertisers want to make sure that they’re there, too. While programmatic access to such inventory is the exception today, it will ramp up over the next 12 to 24 months.
"By 2021, eMarketer predicts that about 200 million US consumers will use a connected TV and OTT video service at least once per month."
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US Over-the-Top (OTT) Video Service Users* and Connected TV Users**, 2017-2021 (millions and % of internet users)
Current vs. Anticipated* Percent of Digital Video Ad Spending Allocated to Programmatic According to US Agency and Marketing Decision-Makers, Feb 2017 (% of respondents)
US Connected TV Users, by Device, 2016-2021 (millions)
US Over-the-Top (OTT) Video Service Users, by Service Provider, 2016-2021
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