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Essential news for marketers, summarised by YouGov

It is expected to surpass $10 billion by 2021.

eMarketer predicts that CTV expenditure in the US is set to grow by 37.6% this year to reach $6.94 billion. It is forecasted to cross $10 billion by 2021. Eric Haggstrom, forecasting analyst at eMarketer states that YouTube, Hulu, Roku are the leaders in the market based on ad revenue.

“Users of these platforms are likely either cord-cutters or cord-shavers,” says Haggstrom. The platforms are increasing their targeting, programmatic and attribution capabilities to attract buyers from the digital world.

The report also expects the new OTT services entering the market in Q4 2019 to have an industry-wide impact. Additionally, CTV usage in the US will increase 5.3% to reach 195.1 million viewers by end of 2019. It could cross 200 million viewers in 2020.

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