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eMarketer: US connected TV user numbers to reach 182m in 2018

There will be 182.6 million connected TV users in the US this year, up 8.1% from 2017, according to eMarketer estimates.

The research firm said that some 55.5% of the US population will use connected TVs this year and tipped this to rise to 60.1% in 2022 when the number of smart TV users reaches 204.1 million.

At a household level, eMarketer estimates there are 88.7 million connected TV households in the US, or 71.6% of all households.

However, it pointed out that connected TV advertising makes up “only a sliver of overall TV advertising”.

“The dynamics of connected TV advertising are challenging given fragmentation among platforms and other factors,” said Paul Verna, eMarketer’s principal analyst for video.

“But since consumer adoption of connected TV is faster than many had expected, it seems only a matter of time before ad spending catches up.”