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  • Report
     | 
    OCT 21, 2021

    These are all countries where PCs and tablets entered the mainstream after mobile phones, and remain aspirational, particularly in middle- and higher-income households. Smartphone penetration remains stable. Rates of smartphone ownership were much the same as in 2020 and almost uniformly high.

  • Report
     | 
    OCT 21, 2021

    However, PCs and tablets are more popular in many audiences highly desirable to advertisers, including adults ages 45 to 64, and those in better-off households. 2021 brought substantial increases in ownership of several digital gadgets. More internet users had invested in smartwatches and smart wristbands, for example.

  • Report
     | 
    JUN 8, 2022

    Amazon always leads Prime Day with deep discounts on its electronics products like Echo smart speakers, Fire tablets, and Fire TV devices—all of which are owned by at least 20% of US households as of February 2022, per Comscore. The Fire TV Omni series, Amazon’s debut line of full-screen smart TVs with integrated Alexa, will be the star of this year’s show.

  • Report
     | 
    OCT 21, 2021

    Smart home products, such as devices that allow consumers to control their household heating or security system remotely, also gained momentum. As of H1 2021, 17.3% of internet users owned a smart home device. Respondents in affluent households posted penetration of 22.1%, and nearly 20% of those 16 to 34 also owned a smart home product.

  • Report
     | 
    OCT 15, 2020

    VOD penetration was greater among respondents in low-income households and suburbanites. The audience for subscription VOD (SVOD) was limited, at 46.8% of internet users. However, that share increased by 6.2 percentage points year over year (YoY). Smartphones continue to dominate, while PCs and tablets may have reached a saturation point.

  • Report
     | 
    MAY 18, 2022

    The number of CTV viewers accessing over-the-top content—via devices like smart TVs, game consoles, and other internet-connected devices like Roku and Amazon Fire TV sticks—is growing rapidly. The result is a sizzling ad market that makes up nearly a quarter of ad dollars spent on targeting the biggest screen in the household. In 2023, CTV ad spending will surpass C$1 billion ($800 million).

  • Report
     | 
    OCT 15, 2020

    In affluent households, nearly 57% owned a smart TV this year. Smart home items are also gaining traction. Overall, the share of internet users who owned a smart home device—such as a web-enabled system designed to monitor household energy consumption—rose from 16.5% last year to 21.0% in H1 2020. Among respondents at the higher end of the income scale, that figure was 28.5%.

  • Report
     | 
    OCT 15, 2020

    But ownership was also above 20% among internet users in suburban households and those ages 16 to 24.

  • Article
     | 
    MAY 11, 2021

    It excludes content streamed through connected TV and OTT devices. Although linear addressable TV ad spending is growing, the TV networks and video distributors selling this inventory face a formidable challenge in the form of cord-cutters. In 2021, the number of linear addressable TV households in the US will shrink by 4.7% to fewer than 60 million.

  • Report
     | 
    FEB 20, 2020

    The number of US pay TV households peaked at 100.5 million in 2014 and has been falling since. We forecast that there will be 80.5 million US pay TV households in 2020. By 2023, that figure will fall to 69.6 million. Meanwhile, the number of cord-cutter and cord-never households will total 48.9 million this year and will grow to 61.5 million in 2023.

  • Report
     | 
    OCT 21, 2021

    Males, older age groups, and respondents in middle- and high-income households were most likely to read print newspapers. Print magazines were also more popular among affluent homes and older cohorts—reaching 67.3% among those ages 55 to 64—but skewed female, as in Q1 2020.

  • Report
     | 
    OCT 21, 2021

    Fully 86.2% of respondents ages 55 to 64 owned a desktop or laptop, as did 88.3% of respondents in high-income households. Meanwhile, tablet ownership continued to gradually slide, from 39.4% last year to 37.5% in H1 2021. Penetration grew marginally among internet users ages 35 to 44 and 55 to 64, but it shrank in other age groups.

  • Report
     | 
    MAR 30, 2020

    We previously referred to these products as “linear OTT,” but going forward, we will use the term virtual multichannel video programming distributor (vMVPD). The number of vMVPD viewers is still growing, but they’re not replacing pay TV defectors at the rate they used to. We forecast that in 2020, the number of US vMVPD households will reach 10.5 million, up 10.8% over 2019.

  • Article
     | 
    MAR 23, 2020

    We estimate that there will be 80.5 million US pay TV households in 2020. By 2023, that figure will fall to 69.6 million. Meanwhile, the number of cord-cutter and cord-never households will total 48.9 million this year, growing to 61.5 million in 2023. For the foreseeable future, there will still be more pay TV viewers than those in the non-pay-TV category, but that gap keeps closing.

  • Report
     | 
    OCT 15, 2020

    Penetration reached 65.1% among 16- to 24-year-olds and 55.4% among high-income households. More than half of males were VOD viewers, compared with just under 40% of females.

  • Article
     | 
    JAN 14, 2021

    According to a November 2020 poll from the Interactive Advertising Bureau (IAB), 60% of US advertisers planned to shift ad dollars from linear TV to either CTV or OTT in 2021. Among those planning to do this, 81% cited targeting and efficiency as a reason, while 55% pointed to incremental reach. Experts we interviewed cited two major inhibitors to further programmatic CTV video ad growth.

  • Report
     | 
    MAY 24, 2022

    In a letter to shareholders, Netflix revealed about 30 million North American households access its content using someone else’s login information. Netflix has been testing a new fee structure in Latin America that will give subscribers the option to pay for additional households.

  • Article
     | 
    MAR 8, 2021

    With the over-the-top (OTT) portion of the upfronts continuing to expand, marketers are increasingly realizing the benefits of using a unified platform to activate TV.

  • Article
     | 
    JAN 27, 2021

    Podcast: Disney+ has become a household name after 1 year. Can it take on Netflix? YouTube viewing is shifting to CTV screens.

  • Article
     | 
    OCT 22, 2021

    Ownership remained highest among respondents ages 16 to 44 and those living in more affluent households. For the first time, the share of 55- to 64-year-olds who owned a smartphone overtook the share owning a desktop or laptop, at 87.4% and 84.8%, respectively. In fact, overall PC ownership slipped below 80% in H1 2021.

  • Report
     | 
    OCT 15, 2020

    Respondents in low- and high-income households were more likely to read either format than internet users in middle-income households. Daily time devoted to print newspapers and magazines lagged time spent with online press—at 1:02 to 1:30 on average, respectively—but both had increased YoY. Many people now listen to digital audio material, too. Younger internet users predominate in these audiences.

  • Report
     | 
    JAN 16, 2020

    We discuss the market forces that have led media companies and distributors to transition to over-the-top (OTT), DTC streaming, how those forces have radically reshaped the landscape, and how these transitions could play out both on the individual and industry level.

  • Article
     | 
    SEP 6, 2021

    By 2024, eMarketer predicts that non-pay TV households will exceed linear pay TV households for the first time. Curated by eMarketer, this collection of articles, insights, and interviews will help you understand what’s in store for TV and video advertisers as time spent shifts, audience measurement evolves, and more.

  • Report
     | 
    OCT 21, 2021

    Smartwatches and smart home devices were more common among males, 25- to 54-year-olds, and internet users in affluent households.

  • Report
     | 
    OCT 21, 2021

    As in previous years, usage of both formats was higher among men, the oldest respondents, and those in better-off households. But time spent with print press was just 42 minutes per day, well below the 57 minutes devoted to online publications. Nearly 94% of US internet users polled in 2021 had engaged with social media in the prior month, and 83.5% had used a messaging service.

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