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US Connected TV/OTT Adoption Rises 339% in 2017

New Pixalate data reveals that 2017 was the year of the Connected TV/OTT device in the United States. The percentage of households with an active OTT device increased by 338.7% in 2017 — far more than any other common digital device.

Pixalate measured U.S. programmatic ad impressions throughout 2017 for this study. The “percentage of households” data represents the percentage of households in the United States that were served a programmatic ad via one of the four devices studied, including desktops, smartphones, tablets, and Connected TV/OTT devices.

Just under 6% of U.S. households now see programmatic ads via Connected TV/OTT


In January 2017, only 1.4% of U.S. households had Connected TV/OTT device(s) that were receiving programmatic ads.

By October 2017, that number climbed to 5.81%, representing a growth of 4.41%.

While the number of U.S. households with OTT devices is still far lower than those with desktops, smartphones, and tablets, the OTT segment is growing the fastest.

The 4.41% growth seen by OTT devices far outstripped smartphones (up 2.45%), desktops (stagnant), and tablets (stagnant).

The number of OTT-enabled U.S. households rose 339% in 2017


The raw number of U.S. households with a Connected TV/OTT device (receiving programmatic ads) increased nearly 339% from January-October 2017.

This easily paced all other devices studied. In fact, no other device even saw double-digit growth.

  • OTT — 338.7% increase
  • Smartphone — 9.02% increase
  • Desktop — 6.37% increase
  • Tablet — 2.49% increase

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