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.
Even as traditional pay-TV providers form partnerships with former over-the-top (OTT) rivals to retain customers, cord-cutting continues to outpace projections.
US research firm eMarketer has reduced its estimate for US TV ad spending due to faster-than-expected growth in cord-cutting.
Amazon Fire is the fastest—growing connected-TV device, according to eMarketer senior analyst Paul Verna.