Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Connected TV poised to gain US viewership and advertiser interest

The trend: Connected TV (CTV) is expected to pick up US viewership as consumers access ad-supported and subscription streaming services, making the space fertile ground for advertisers.

  • Our report on time spent with connected devices indicates CTVs are giving smartphones a run for their money, as streaming platforms like Disney+ and media players like Roku and Amazon Fire TV vie for attention.

By the numbers:

  • Daily time with connected devices–mainly CTV but also including game consoles, set top boxes such as Roku, Blu-ray players and wearables–will reach one hour and 47 minutes in 2022 and rise through 2024.
  • US smartphone time is expected to come to three hours and 19 minutes this year, up 8 minutes from 2021. We predict it will increase an additional 7 minutes in 2023. Smartphones account for the majority of time spent with mobile devices.

Apps soar, browsers fade: Mobile devotees are using apps more than browsers. The popularity of games, podcasts, and social media is influencing this trend, but consumers are also using apps for activities such as shopping, dating, travel, and fitness.

Why these trends matter: The rise of CTV is increasingly drawing advertiser interest; CTV ad spending remains much less than that of traditional TV, but the gap is closing. This year, US advertisers will spend $18.89 billion on CTV, up 33.1% over 2021.

Go further: Read our report on US Time Spent with Connected Devices 2022 for more on our forecast and its implications for marketers.