According to ADI, TVE video starts via TV connected devices grew nearly four times over the past two years and is the only segment with accelerating year-over-year (YoY) growth. Both mobile and browser access grew at less than 20% YoY after stronger gains the year before. On the other hand, TVE video starts increased 102% in two years, and the number of TVE viewers increased 110% in the same time perio
“Marketers need to keep a close eye on the space as it continues to grow,” Jones said. “We predict it is going to be an important advertising mechanism for brands, and now is a good time to start experimenting.”
Combined, mobile and connected-TV devices accounted for 75% of all TVE starts. According to Jones, that demonstrates how connected TV is here to stay. It was a popular purchase during the holidays, and sales grow each year, he said.
Unsurprisingly, connected-TV viewership peaked during the hours of 4 p.m. to 11 pm, with the largest spike at 9 p.m. Converely, mobile usage spiked during the day, when people were more likely to be out and about.