The share of smart TV users as a percentage of connected TV users will decrease slightly between 2014 and 2018, while the portion of smart TV non-users will rise.
eMarketer forecasts that the number of US smart TV users will reach 49.8 million in 2014, or 15.6% of the population and 19.8% of internet users.
eMarketer estimates that more than 113 million people—35.5% of the US population and 45.0% of internet users—will use a connected TV regularly this year.
Some 45% of households own a tablet as of late January, up 6% points from the comparable period last year, and 16% plan to purchase one this year.
About 1 in 10 TV sets across 40 countries around the world were connected to the internet last year.
IPTV is forecast to continue its rapid penetration, set to reach 10.6% of TV homes by 2018, compared to 6% this year and 4.8% last year.
In the longer-form category, Netflix, Hulu and Amazon are leaders, and the three services have each begun to introduce original content in the past few years.
The number of pay-TV subscribers in the US shrunk by 146,000 during the first 6 months of this year (H1), the first net loss of customers over the initial 6 months of a year.
US brand marketers, in particular, will double down on social media, mobile and video this year, with 70%, 69% and 64%, respectively, increasing their use of these tactics.
While smart mobile device users can now watch TV from anywhere, they still favor sitting at home to watch their shows.