Around seven in 10 American consumers watch television or video content via connected TV, according to a September 2024 survey. Baby boomers were the most likely generation to use the device, with 76 percent of them watching programming via CTVs.

A survey conducted in the United States in 2023 revealed that most CTV viewers were between the ages of 18 and 34 years, with nearly two thirds of respondents using these devices on a daily basis. Meanwhile, 27 percent of people aged over 55 years watched videos via connected TVs every day.

Around 37.1 million U.S. households watched the 2024 Super Bowl game on connected TV devices, which marked a little decline from the previous year. The halftime show also had a smaller audience in 2025 compared with 2024.

Success.ai’s Connected TV Data for Broadcast Media & Entertainment Professionals Worldwide offers a comprehensive dataset tailored for businesses seeking to engage with key decision-makers and innovators in the broadcast and entertainment industries. Covering professionals from global media corporations, production studios, streaming platforms, and ad-tech companies, this dataset provides verified contact numbers, email addresses, and geographic location data.

With access to over 700 million verified global profiles and 30 million company profiles, Success.ai ensures your outreach, marketing, and strategic planning are powered by accurate, continuously updated, and AI-validated data. Supported by our Best Price Guarantee, this solution empowers businesses to thrive in the dynamic world of connected TV and entertainment.

Why Choose Success.ai’s Connected TV Data?

1. Verified Contact Data for Precision Targeting

   • Access verified phone numbers, work emails, and LinkedIn profiles of professionals in broadcast media, OTT platforms, and connected TV ecosystems.
   • AI-driven validation ensures 99% accuracy, minimizing wasted efforts and maximizing campaign efficiency.

2. Comprehensive Global Coverage

   • Includes profiles of professionals and companies from major entertainment hubs like Los Angeles, London, Mumbai, Seoul, and more.
   • Gain insights into regional content trends, technology adoption, and market opportunities across continents.

3. Continuously Updated Datasets

   • Real-time updates reflect changes in leadership, business expansions, content strategies, and technology investments.
   • Stay aligned with fast-evolving industry trends and maintain relevance in your outreach efforts.

4. Ethical and Compliant

   • Adheres to GDPR, CCPA, and other global privacy regulations, ensuring responsible and lawful use of data for your campaigns.

Data Highlights:

• 700M+ Verified Global Profiles: Connect with decision-makers, content creators, and tech innovators in broadcast media and entertainment worldwide.
• 30M Company Profiles: Access detailed firmographic data, including company sizes, revenue ranges, and geographic locations.
• Contact and Location Data: Gain direct access to verified phone numbers, email addresses, and physical office locations for strategic outreach.
• Leadership Profiles: Engage with CEOs, CTOs, production heads, and ad-tech professionals shaping connected TV strategies.

Key Features of the Dataset:

1. Decision-Maker Profiles in Media & Entertainment

   • Identify and connect with executives, content strategists, and technology leaders driving innovation in connected TV and broadcast media.
   • Target professionals responsible for ad placement, content distribution, and audience engagement.

2. Firmographic and Geographic Insights

   • Access detailed business information, including company hierarchies, geographic locations, and operational structures.
   • Pinpoint key players in regional markets and identify emerging content hubs.

3. Advanced Filters for Precision Campaigns

   • Filter companies by segment (streaming platforms, cable networks, production studios), geographic location, company size, or revenue range.
   • Tailor outreach to align with specific industry challenges, such as audience targeting, ad-tech integration, or content localization.

4. AI-Driven Enrichment

   • Profiles enriched with actionable data enable personalized messaging, highlight unique value propositions, and improve engagement outcomes with media professionals.

Strategic Use Cases:

1. Ad-Tech and Marketing Solutions

   • Present innovative ad-placement technologies, audience analytics tools, or campaign management platforms to ad-buyers and media strategists.
   • Build relationships with professionals managing programmatic ad campaigns and audience segmentation strategies.

2. Content Distribution and Partnerships

   • Engage with streaming platforms, OTT services, and broadcast networks exploring partnerships for content distribution or technology integration.
   • Foster alliances to expand content reach, improve viewer engagement, or enhance monetization strategies.

3. Market Research and Consumer Trends

   • Analyze trends in content consumption, connected TV adoption, and audience preferences to refine your product or service offerings.
   • Leverage these insights to identify untapped opportunities and create competitive advantages.

4. Recruitment and Talent Solutions

   • Engage HR professionals and production leads seeking top talent for roles in media production, ad-tech development, or content marketing.
   • Offer workforce optimization solutions or recruitment services tailored to the media and entertainment industries.

Why Choose Success.ai?

1. Best Price Guarantee
   • Access premium-quality connected TV data at competitive prices, ensuring ...

According to a survey conducted in February 2020, smart televisions are the most popular device for watching connected TV content, with 54 percent of connected TV viewers using a smart TV to do so. Meanwhile, just nine percent of connected TV viewers used gaming consoles to watch television.

The penetration rate of smart TVs in the United States amounted to 79 percent as of 2024 and was thus more popular than streaming media players. The penetration rates of both smart TVs and connected streaming devices in U.S. TV households increased compared with 2021.

According to an analysis from October 2023, millennials with young children by far spent the most time in front of CTV devices in the U.S., with those recording an average viewing time of over seven hours per day. By contrast, other demographics watched less than half as much content on connected TV.

Connected TV (CTV) is an abbreviation for "connected television," encompassing televisions that have the capability to connect to the internet. This enables users to access a diverse range of sources to stream shows, movies, and various video content on their CTVs.

VentiveIQ offers comprehensive viewership data for OTT/CTV, supplemented with IMDB metadata, Device Graph, and IP Addresses associated with households. This data is accessible for both the United States and select international countries. It is conveniently categorized to facilitate audience building and can be seamlessly integrated with additional data sets such as demographics, online behavior/intent data, and personally identifiable information (PII) for enhanced insights and analysis.

According to a survey conducted in February 2020, 70 percent of connected television viewers in the United States were white. Just ten percent of connected TV users were African American/Black, and three percent were Asian.

In May 2023, YouTube, Netflix, and Hulu occupied the vast majority of U.S. streaming video viewership time, with YouTube viewing making up 26 percent of total connected TV viewing hours. Amazon Prime Video accounted for eight percent of CTV viewership time in the U.S.

YouTube was the app American consumers spent the most time with on connected TV in the first quarter of 2024, with a share of 20 percent of the total connected TV viewing time. That means that the ad-supported streaming service surpassed hybrid video-on-demand platform Netflix.

According to Cognitive Market Research, The Global TV Apps Develop Services market size was estimated at USD 18.5 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 8.5% from 2023 to 2030. Which Factors Drives the TV Apps Develop Services Market Growth?

Various factors affect the TV apps development services market. First, the demand for cutting-edge and engaging apps is growing along with the popularity of smart TVs and other connected gadgets. Second, the rising use of streaming services allows app developers to accommodate various content consumption habits. Third, technological developments like 5G improve app performance and broaden user bases.

These developments empower businesses to offer better-tailored solutions and services, which, in turn, contribute to the growth of the TV Apps Develop Services industry.

The FIFA World Cup final in 2018 had an estimated global TV audience of 1.12 billion viewers. In context, the last live stream event that was broadcasted was an e-sports match in the multishooter game, Valorant, with a peak audience of 600,000. That bump to 1.12 billion viewers is a strong indicator of the growing popularity of online viewership.

(Source: www.fifa.com/tournaments/mens/worldcup/2018russia/media-releases/more-than-half-the-world-watched-record-breaking-2018-world-cup)

Increasing Penetration of Smart TVs and Connected Devices to Gain Market Output


Growing Demand for Personalized Content and On-Demand Viewing to Build Market Girth

Non-linear content consumption is becoming more popular among TV viewers since it lets them to watch their favourite shows and films whenever they want. As a result, streaming services, video-on-demand services, and catch-up television applications have grown in popularity. The need for flexible watching options has spawned a massive market for TV applications that cater to numerous genres, languages, and regional interests, appealing to a diverse audience. TV applications analyse user behaviour and preferences using data analytics and machine learning algorithms.

The trend toward tailored content consumption has given TV applications access to new sources of income. Users can choose between ad-free and premium content options with subscription-based models, which brings in a consistent income for developers. In addition, user data-targeted adverts offer free apps to generate income.

Factors Restraining the Growth of the TV Apps Develop Services Market

Diverse Regulatory Frameworks and Compliance Burdens to Hinder Market Growth

Due to the various regulatory frameworks and compliance requirements across various areas and nations, the TV app development services market confronts difficulties. Each nation has its own set of laws and regulations covering advertising, consumer protection, intellectual property rights, and digital content. App developers must negotiate this complex environment to guarantee that their TV apps comply with pertinent laws and regulations.

Impact of COVID-19 on the TV Apps Develop Services Market

COVID-19 dramatically impacted the market for TV Apps Develop Services. The need for home entertainment increased as more individuals were compelled to stay indoors during lockdowns. This resulted in a rise in watchers, which raised the demand for interesting TV apps to satiate the growing audience. The popularity of streaming services increased, and app creators were forced to respond fast to shifting consumer expectations and tastes. The pandemic thus served as a spur for development and expansion in the TV Apps Develop Services market. What are TV Apps Develop Services?

TV app develop services is the process of creating applications specially designed for television platforms. These applications are developed to run on smart TVs, set-top boxes, streaming devices, and other connected TV devices. TV app development services involve creating software that provides a seamless and user-friendly experience for users accessing content on their television screens.

According to a survey held in February 2020, connected TV viewers mostly watched with their partners, with 71 percent saying that they did so, compared to just 14 percent who watched connected television with their parent or guardian. The study also found that just 16 percent of connected television viewers never watched with a companion.

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Smart TV Sticks Market Size 2025-2029

The smart tv sticks market size is forecast to increase by USD 962.7 million at a CAGR of 9% between 2024 and 2029.

The smart TV stick market In the global consumer electronics industry is experiencing significant growth due to several key trends. The increasing penetration of smart TVs worldwide and the rising use of mobile electronic devices, such as smartphones and laptops, for live streaming of sporting events and entertainment content are major growth factors. 
Furthermore, the integration of cloud gaming, television, gaming, and smart home technologies into these devices is driving consumer interest. Convenience is a significant factor, as these devices allow users to easily transform their regular TVs into smart TVs without the need for expensive installations of cable or satellite services. Additionally, e-commerce platforms have made it easier for consumers to purchase these devices and have them delivered directly to their homes.

What will be the Size of the Smart TV Sticks Market During the Forecast Period?

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With the proliferation of the internet and the availability of an extensive array of web information, viewers are increasingly turning to smart TV sticks as an essential addition to their home entertainment systems. The market is expected to continue its robust expansion as more users embrace the benefits of this innovative technology. The market is expected to continue growing as technology advances, with potential applications in lighting and music systems.

How is this Smart TV Sticks Industry segmented?

The smart tv sticks industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  Non-4K
  4K and above


Distribution Channel

  Offline
  Online


Connectivity

  Wi-Fi
  Bluetooth
  Ethernet
  HDMI


OS

  Android TV OS
  Roku OS
  Amazon fire TV OS
  Apple tv OS
  Linux-based OS


Geography

  North America

    Canada
    US


  Europe

    Germany
    UK
    France
    Italy


  APAC

    China
    India
    Japan
    South Korea


  South America



  Middle East and Africa

By Type Insights

The non-4k segment is estimated to witness significant growth during the forecast period. Smart TV sticks have gained significant traction In the market as convenient and cost-effective solutions for enhancing the entertainment experience of standard and smart TVs. These compact devices enable seamless streaming of movies, TV shows, and live sporting events, providing users with endless entertainment options. Non-4K smart TV sticks remaIn the most popular choice due to their lower cost and wide access to various apps and content. One such example is CloudWalker's HALFTICKET TV Smart Stick, which offers 8 GB internal storage and supports HDR content.

With voice control, user-friendly interfaces, and improved performance, smart TV sticks have become essential devices in smart homes, offering versatility and convenience for consumers. The e-commerce ecosystem, including online retailers and e-commerce platforms, plays a crucial role in the distribution and accessibility of these devices. Consumers prefer smart TV sticks for their portability and the ability to provide enhanced viewing experiences, making them a strategic alliance for electronics manufacturers and streaming services.

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The non-4K segment was valued at USD 803.70 million in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 33% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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In North America, the demand for smart TV sticks is on the rise due to the region's high consumption of online video and audio content. The advanced and mature entertainment industry in the US and Canada produces popular web series, movies, and animated content, readily accessible through digital platforms. This trend is driving market growth for smart TV sticks, which offer seamless streaming, entertainment access, and voice control. Compact and cost-effective solutions, enhanced viewing experiences, and improved performance are key features that appeal to consumers. Companies are responding with compact designs, advanced features, and strategic alliances to maintain consumer loyalty.

The e-commerce ecosystem, including online retailers and e-commerce platforms, plays a significant role in the market's growth. Smart TV sticks offer versatility, compatibility

As of 2023, the number of households in India that owned connected TV sets amounted to 32 million. An increase from the previous year, the trend was projected to continue until 2025. Connected TV or CTV refers to a television or device directly connected to the internet and can stream content, such as smart TVs, streaming media player devices, gaming consoles, and internet-enabled set-top-boxes. What is Connected TV? A connected TV refers to any television set that can connect to the internet, enabling users to stream content from various online platforms and services. There are two main types of connected TVs: smart TVs and TVs with external streaming devices. Smart TVs come with built-in internet connectivity and pre-installed apps, allowing users to access streaming services such as Netflix and YouTube directly, without the need for any additional devices. In contrast, TVs with external streaming devices are standard televisions that connect to the internet through external devices like Roku, Amazon Fire Stick, or Apple TV, which provide access to streaming services and applications. Shifting television landscape The number of households with internet access has increased significantly over the years and is expected to continue rising. Correspondingly, the number of households with connected TVs in India has also increased. This increase in connected TV households coincides with a decline in traditional pay TV subscriptions. In 2023, cable television subscriptions dropped to 62 million, and direct-to-home services also saw a slight decrease. This shift can be attributed to viewers transitioning to free TV options, digital streaming platforms, and connected TVs. Additionally, smart TVs were the most commonly used devices for consuming television content in India as of 2023.

According to Cognitive Market Research, the global smart TV market size will be USD 229614.5 million in 2024. It will expand at a compound annual growth rate (CAGR) of 17.00% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 91845.80 million in 2024 and will grow at a compound annual growth rate (CAGR) of 15.2% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 68884.35 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 52811.34 million in 2024 and will grow at a compound annual growth rate (CAGR) of 19.0% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 11480.73 million in 2024 and will grow at a compound annual growth rate (CAGR) of 16.4% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 4592.29 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.3% from 2024 to 2031.
The OLED category is the fastest-growing segment of the smart TV industry.

Market Dynamics of Smart TV Market

Key Drivers for Smart TV Market

Growing Use of the Internet to Boost Market Growth

The market for smart TVs is expanding at a rapid pace due to the growing usage of the internet. Smart TVs are a vital home entertainment center because of the smooth streaming of HD content made possible by improved broadband accessibility and faster internet rates. Additionally, customers are looking for gadgets that provide integrated access to several streaming services, social networking, and interactive applications as more homes become internet-connected. Furthermore, user experience and convenience are improved by the emergence of internet-driven features like software upgrades, tailored suggestions, and smart home integrations. In addition to increasing demand for smart TVs, the broad use of the internet also pushes producers to develop new products, which grows the market. For instance, LG Electronics, the industry leader in smart, feature-rich, and adaptable commercial display and digital signage Distribution Channels and solutions, has announced the release of the most recent iteration of its high-end Micro LED, LG MAGNIT. The vivid and striking graphics provided by LG MAGNIT provide for an unforgettable viewing experience. Compared to traditional package LED signs, LG MAGNIT’s Full Black Coating technology produces a far deeper black. This gives viewers a sense of immersion by bringing out features that were obscured by the shadows and enhancing the color vividness.

Technological Advancements to Drive Market Growth

The expansion of the smart TV industry is mostly being driven by technological advancements. Consumers looking for high-definition entertainment are drawn to innovations in display technologies like 4K, OLED, and QLED because they provide immersive viewing experiences and better picture quality. By combining voice control and artificial intelligence, user interaction is improved, and navigation becomes more personalized and intuitive. Furthermore, better connectivity choices allow for smooth interaction with other gadgets and smart home systems. The functionality of smart TVs is also continuously improved by improvements in processing power and software capabilities, which enable smoother performance, frequent upgrades, and new features, which encourages market expansion in the coming years.

Restraint Factor for the Smart TV Market

High Initial Cost Will Limit Market Growth

One major obstacle to the expansion of the smart TV market is its high initial cost. Because of their high price tags, premium models with cutting-edge features like 4K resolution, OLED screens, and integrated smart capabilities are frequently out of reach for users on a tight budget. Additionally, growth is hampered by this cost barrier, particularly in marketplaces where prices are sensitive and among households with lower incomes. Furthermore, consumers are discouraged from purchasing pricey smart TVs due to the quick speed of technology improvements and concerns about obsolescence. As a result, the market’s overall potential for growth is constrained by the high upfront expenses.

Impact of Covid-19 on the Smart TV Market

The marke...

The size of the India Smart TV & OTT Market was valued at USD 18.94 Million in 2023 and is projected to reach USD 61.05 Million by 2032, with an expected CAGR of 18.20% during the forecast period. Smart TVs and over-the-top (OTT) services represent a significant evolution in how consumers access and enjoy entertainment. A Smart TV is a television set equipped with internet connectivity and interactive features, allowing users to stream content directly from various online sources without the need for additional devices. These TVs typically come pre-loaded with applications for popular streaming services like Netflix, Amazon Prime Video, and Hulu, enabling viewers to watch their favorite shows and movies with ease. In addition to streaming, Smart TVs often support web browsing, gaming, and social media integration, creating a multifunctional entertainment hub in the living room. On the other hand, OTT refers to the delivery of video, audio, and other media content over the internet, bypassing traditional cable or satellite TV platforms. This model allows consumers to access a vast array of content on demand, often at a lower cost than traditional cable subscriptions. Popular OTT platforms, such as Netflix, Disney+, and HBO Max, offer original programming and a wide library of movies and TV shows, catering to diverse viewer preferences. The rise of OTT services has shifted consumer habits, leading to the decline of traditional TV viewing and prompting many to “cut the cord” in favor of more flexible viewing options. Recent developments include: May 2022: Kerala Government announced to launch of a state-owned over-the-top platform offering an array of movies, short films, and documentaries. The OTT platform's name is CSpace, an initiative of the Kerala State Film Development Corporation., February 2022: T-Series, one of India's leading film studios, is entering into the production of web series for video streaming devices. The company will focus on creating content for all mediums, which shall appeal to all audience sectors, with gripping shows across genres.. Key drivers for this market are: Large Volume of the Indian Households and Relative Less Levels of Penetration, Growing Spending Power and Growth in Smartphone Adoption to boost OTT Demand; Declining Unit Prices Coupled with Entry of Several Regional Players to Drive Bargaining Leverage of Buyers. Potential restraints include: Manufacturers Faced with Taxation Challenges and Relatively Higher Replacement Rate. Notable trends are: Increasing Adoption of Smart Devices Across IoT Ecosystem to Drive the Market Growth.

According to Cognitive Market Research, the global Commercial TVs market size will be USD 52142.5 million in 2024. It will expand at a compound annual growth rate (CAGR) of 7.00% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 20857.00 million in 2024 and will grow at a compound annual growth rate (CAGR) of 5.2% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 15642.75 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 11992.78 million in 2024 and will grow at a compound annual growth rate (CAGR) of 9.0% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 2607.13 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.4% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 1042.85 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.7% from 2024 to 2031.
The 8K UHD TVs category is the fastest growing segment of the Commercial TVs industry

Market Dynamics of Commercial TVs Market

Key Drivers for Commercial TVs Market

Growing Demand for Smart TVs to Boost Market Growth

The growing demand for smart TVs is being driven by several key factors, while certain restraints may affect its market growth. Continuous innovations in display technology, such as 4K, OLED, and QLED, are making smart TVs more attractive to consumers. The integration of AI and machine learning for enhanced picture quality and personalized experiences also plays a key role. While smart TVs have become more affordable overall, high-end models (e.g., 8K, OLED, QLED) remain expensive, which may limit their adoption among price-sensitive consumers. This could slow market growth in certain segments. Advancements in technology drive the growing demand for smart TVs, the availability of content, and consumer demand for smarter, more connected devices. However, issues related to pricing, usability, and security may slow the pace of growth, particularly in price-sensitive or less tech-savvy demographics.

Increasing adoption of high-resolution displays

The increasing adoption of high-resolution displays is driven by key factors such as rising consumer demand for enhanced visual experiences in sectors like entertainment, gaming, and mobile devices. Technological advancements in display technology, such as OLED and 4K/8K resolutions, have made high-resolution displays more accessible and affordable. Additionally, industries like healthcare and automotive are adopting these displays for better precision and clarity. The growth of content creation in higher resolutions and the proliferation of 5G networks further accelerate this trend.

Restraint Factor for the Commercial TVs Market

Diminishing TV viewership due to streaming services

The primary factors limiting the traditional TV market as a result of declining viewership include the rising popularity of streaming services, which provide ad-free options, on-demand content, and cheaper membership prices. The adaptability and diversity of streaming services like Netflix, Hulu, and Disney+, which offer customized viewing experiences, are becoming more and more popular with consumers. Furthermore, younger audiences prefer digital material to traditional TV, which hinders the expansion of the TV business by lowering traditional viewership and advertising revenues for cable and satellite providers.

Impact of Covid-19 on the Commercial TVs Market

The COVID-19 pandemic significantly impacted the commercial TV market, initially causing a decline in demand due to economic uncertainty and business closures. However, as remote work, online learning, and digital entertainment surged, demand for commercial displays, especially in sectors like hospitality, retail, and education, began to recover. The rise in digital signage and interactive displays further drove growth. Post-pandemic, the market is expected to continue its recovery with increased investments in technology and content delivery solutions. Introduction of the Commercial TVs Market

The Commercial TVs market is driven by the growing demand for large-scale display solutions in various sectors such as hospitality, retail, educat...

The global audience measurement systems market is experiencing robust growth, projected to reach $8.093 billion in 2025 and exhibiting a Compound Annual Growth Rate (CAGR) of 14.7% from 2025 to 2033. This expansion is driven by several factors. The increasing importance of data-driven decision-making in advertising and media is a primary catalyst. Advertisers and media companies require accurate and comprehensive audience insights to optimize campaign strategies, content creation, and ultimately, return on investment. The proliferation of digital and streaming media platforms necessitates sophisticated measurement systems capable of tracking viewership across diverse channels, leading to the growth of segments such as Digital Measurement Systems and Streaming Measurement Systems. Furthermore, advancements in data analytics and artificial intelligence (AI) are enabling more precise audience segmentation and targeting, further fueling market growth. The rise of connected TV (CTV) and the increasing complexity of media consumption patterns are also contributing factors, creating a demand for comprehensive cross-media measurement solutions. Competitive forces among established players like Nielsen and Kantar alongside innovative entrants are fostering a dynamic and evolving market landscape. The market segmentation reveals significant opportunities. While the specific market share for each segment (Audio, Cross-Media, Digital, Streaming, TV Measurement Systems, and Others) is not explicitly provided, it's reasonable to anticipate that Digital and Streaming Measurement Systems will experience the fastest growth, reflecting the ongoing shift towards digital media consumption. Similarly, the application segment analysis (Advertisers, Media Companies, and Others) likely shows high demand from advertisers seeking to refine targeting and media companies aiming to understand audience preferences. Geographic segmentation suggests that North America and Europe will continue to dominate the market due to established media infrastructure and advanced advertising techniques, however, growth in Asia Pacific is likely to be significant, fuelled by increased internet penetration and rising digital advertising expenditure. The forecast period (2025-2033) points to sustained market expansion driven by the ongoing technological advancements and the critical role of audience measurement in the evolving media landscape.

According to a survey held in February 2020, the vast majority of connected TV viewers watch connected television content in their living room, with 85 percent of U.S. adults in the survey confirming that they did so. The bedroom was also a popular connected TV viewing location, as well as a child's bedroom, the kitchen, and the bathroom.