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Horst Stipp, EVP, Research & Innovation at the Advertising Research Foundation, explained how new user’s characteristics have become more relevant when choosing what to consume.

More than 5% of US households do not have a television set, although 80% of them do have broadband, and more than 50% watch on their devices, according to a new study from the Advertising Research Foundation.

While viewers spend 47% of their viewing time on streaming, even by 2024 advertisers in the US market will spend a mere 8% of ad dollars on this segment. This is just US$5.6 billion of the $71.6 billion television spend market, according to Conviva.