As of February 2022, nearly 30% US households with Wi-Fi had an Amazon Fire TV device. More than 20% owned an Echo smart speaker, Fire tablet, or both.

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.

In the US, Roku and Fire TV are the most popular systems that people use for CTV viewing. Smart TVs are the most common devices used for streaming. There is overlap between categories. Our Roku and Fire TV users include people who use Roku- and Fire TV-powered smart TVs as well as people who bought Roku and Fire TV streaming sticks.

At its NewFronts event, Amazon unveiled interactive ads for streaming video via the IMDb TV app on Fire TV. Upon seeing these ads, viewers can take actions like “add to cart” and “buy now,” using either Alexa voice commands or the Fire TV remote. Introducing direct calls to action into a traditional brand advertising environment could be a game-changer for TV advertising.

The service was not initially available on Roku and Amazon Fire TV, the two most popular CTV viewing platforms. These days, HBO Max is widely available, including on Roku and Fire TV. And now that HBO Max has been out for more than a year, we also have clearer numbers from the company about how well the service is doing in adding subscribers.

The main variants include several models of Fire TV sticks that plug directly into the TV via an HDMI port and come with a remote; the Fire TV Cube that also includes a speaker and hands-free connection for TV controls and interacting with Alexa; and smart TVs and sound bars that include the Fire TV operating system.

The forecast: In 2021, US Roku monthly users will increase by 11.5%, reaching 111.7 million monthly users. With these figures, Roku maintains its position as the most-used connected TV (CTV) device in the US market, though Amazon Fire TV is catching up.

Amazon will push an array of its own products—like the Fire TV Omni Series, the latest Echo, and smart home products like Ring and Blink. And other brands stand to benefit too, as Amazon takes on the heavy lifting of creating demand for these higher-ticket purchases. Apparel brands should seize the moment.This year’s mid-July Prime Day is better timed for driving back-to-school apparel sales.

Amazon’s new smart TVs will disrupt both the connected TV (CTV) and TV measurement industries: Amazon Fire TV is already a major player, but its new CTV lines will let it take advantage of the ongoing fracturing of TV measurement.

Amazon has made significant investments in branded electronics with its Echo smart speakers, Kindle readers, and Fire TV devices. But computer and consumer electronics is also the largest category in terms of overall ecommerce sales, and Amazon is a major player. More than one-quarter of Amazon’s US ecommerce sales will come from computer and consumer electronics this year. Amazon’s Category Growth.

CTV has never supported cookies, but Roku and Amazon Fire TV devices still have trackable identifiers in place. Per our estimates, 53.1% of all monthly CTV users in the US will access a Roku device in 2022; 47.3% will use an Amazon Fire TV. To put that into perspective, 221.9 million people will use either a Roku or Amazon Fire TV device—or both—this year. That’s more than 100% of CTV users.

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.

TV time spent: Includes live TV, DVR, and other prerecorded video such as TV programming downloaded locally from the internet. Excludes digital.

In addition, TikTok content is starting to become available on connected TV (CTV) devices, such as the Amazon Fire TV in the US and Canada. That’s another indication that the appeal of TikTok isn’t the brevity of the videos, but the music, the catchy editing tools, and the incredible virality of the content. It’s already happening in China—where short videos first took hold.

CTV Will Boast a Quarter Share of Advertising on TV Screens. Advertising on TV screens is evolving. CTV is additive to already healthy TV viewership and advertising. 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.

It struck a deal with OOH streaming TV provider Atmosphere in January 2022 to show its videos on displays in restaurants, bars, gyms, and other venues. It also launched its own CTV app, TikTok TV, in 2021, with partners including Amazon Fire TV, Google TV, LG, and Samsung. Meanwhile, Facebook has its own TV app, Facebook Watch, that is available via a range of TV partners.