In 2018, forecast from eMarketer puts the number of connected TV users at 182.6 million, or 55.5% of the US population. In 2022, the number of connected TV users will rise to 204.1 million, which will represent 60.1% of the population.
eMarketer expects two of the leading connected TV platforms, Hulu and Roku, to significantly grow their ad businesses in the coming years.
Hulu’s net US ad revenues will top $1.4 billion by 2020, up from $986.4 million in 2018. This represents double-digit annual growth throughout our forecast period, and the figures include advertising both on Hulu’s on-demand platform and on its live TV service.
Roku’s projected growth curve is even higher, though its ad business is smaller than Hulu’s. The device maker’s net US ad revenues will reach $701.7 million in 2020, up from $152.0 million in 2018. The company’s ad mix consists of home screen ads that pop up when users power up their devices, sponsorships and, increasingly, in-stream video ads.