eMarketer principal analyst Debra Aho Williamson and junior analyst at Insider Intelligence Blake Droesch discuss whether Tiktok will be banned or sold, and where user growth will come from. They then talk about Facebook's ad delivery algorithms, Twitter's healthy public discourse initiatives and Facebook Messenger's new social sharing feature.

When broken out by operating system (OS), Roku and Amazon Fire TV are the most popular CTV products. Roku will have 100.2 million users, and Fire TV will have 72.7 million. It’s worth calling out that people can own multiple devices, and it isn’t unusual for a single household to have a Roku and Fire TV.

It took a few months for NBCUniversal’s Peacock to become available on Roku, and it still isn’t on Amazon Fire TV. HBO Max announced that it would become available on Amazon Fire TV in November and on Roku in December. Ordinary viewers who don’t follow the digital video business regularly might get confused whenever they hear about a streaming service but cannot access it on their CTV device.

When broken out by operating system, Roku and Amazon Fire TV are the most popular CTV products. Roku will have 100.2 million users, and Fire TV will have 72.7 million. It’s worth calling out that people can use multiple devices, and it isn’t unusual for a single household to have multiple TVs in their home or to use both a Roku and Fire TV. There is also overlap in our smart TV figures.

The Fire TV Stick was discounted by 63% (after a 50% price cut the prior year), and the Echo Dot was slashed by 56% (following a 40% price cut). The Echo Dot gets much of the Prime Day fanfare, but the Fire TV Stick with Alexa Voice Remote is arguably more important.

This year, its US audience will also boast 72.7 million monthly Fire TV users, who are using Amazon’s CTV operating system to watch on devices including Fire TV Sticks and other manufacturers’ smart TVs, and 41.5 million monthly viewers of Twitch.

TV ad spending takes a hit as marketers adjust their budgets amid a recession.

Roku was the top connected TV (CTV) platform in the US last year with 84.7 million users, according to our estimates. This year, that figure will grow 12.5% to 95.2 million.

Amazon announced in January that its connected TV device Fire TV has more than 40 million users, up from the 34 million it had in May 2019. The Wall Street Journal reported that Amazon is looking at selling ads on external streaming systems like Apple TV and Microsoft’s Xbox video game console. Verizon eliminated bundles that grouped together pay TV and internet services under long-term contracts.

Of the remaining half, a large chunk likely goes to Amazon, which sells CTV inventory that appears on its Fire TV operating system as well as its IMDb TV streaming service. Other companies with significant CTV advertising revenue streams include TV makers such as Samsung and Vizio; TV networks such as NBCUniversal, WarnerMedia, and ViacomCBS; and publishers that partner with YouTube, Hulu, and Roku.

The service is still not yet available on the most popular CTV platforms, Roku and Amazon Fire, which account for 46.9% and 35.1% of CTV users, respectively, per our estimates. CTV devices capture a significant share of streaming video consumption, so this presents a major challenge to Peacock's future.

“The generally incremental changes from year to year gave customers and sellers a better sense of what to expect, with Lightning Deals and heavily discounted Echos and Fire TVs taking center stage. Sellers developed a playbook for their promotions and advertising strategy and could plan their inventory accordingly.”. But the pandemic has thrown everything for a loop.

eMarketer forecasting analyst Eric Haggstrom compares our forecasts of Amazon Fire TV and Roku users in the US.

Advertisers are making significant investments in connected TV as the TV landscape becomes more fragmented.

While Roku has more US users, we believe Amazon Fire TV has more users worldwide because of its larger international presence. Both platforms have grown by partnering with TV OEMs and embedding their technology directly into smart TVs.

eMarketer forecasting analyst Eric Haggstrom explains why our projections for Apple TV users are well below rivals Roku and Amazon Fire TV.

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

Connected TV is providing an opportunity to expand monetization of growing video consumption, capitalizing on viewers who use smart TVs and connected devices like Apple TV, Roku, Fire TV and gaming consoles to access content. But it’s still early days for connected TV ad inventory in Canada.