Roughly 42 million US households will have a smart TV by the end of 2014, accounting for 35% of the country’s 119 million TV households, according to Parks Associates.
The research, presented at the IAB Advanced TV Town Hall event in New York yesterday, claims that by 2018, 70% of all US TV households will have a smart TV.
“This platform, combined with demand for TV Everywhere, is forever changing the concept of TV. These changes naturally impact the advertising business and to maintain revenue streams, content owners will need to use technologies such as open web technologies and cloud-based infrastructures to take their advertising outside of traditional channels and to reach viewers in unique and personalised ways,” said Heather Way, senior analyst at Parks Associates.
Last week research firm NPD said that in Q1 2014, 42 million homes in the US already had a TV set that was connected to the internet – either via a games console, Blu-ray player, streaming media player or through the TV itself. NPD said this was up from 36 million in Q1 2013.