There will be 175 million online video users in the United States in 2013, and will reach 191 million by 2017, when there will be nearly 70 million smart-TV households, according to Parks Associates research.
The firm's advertising research finds that 25% of smart-TV app users recall seeing an in-app ad and 84% responded to that ad, the highest response rates to app advertising among current connected CE platforms.
"The TV is still the most-popular and most-used platform for video viewing--over 40% of TV owners watch more than 10 hours of video per week on the device," Way said. "The rise of OTT video viewing on smart TVs presents a new channel for content owners to sustain and grow their viewing audience, particularly in a marketplace that continually propagates fragmentation."
Heather Way, Senior Analyst, Parks Associates, moderated a session, "Smart TV Rising," at Advertising Week on Sept. 25.
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