The IAB Russia Association has published the results of a study of the Russian Connected TV market - TV sets with the ability to connect to the Internet to interact with various services and view content on the big screen.
It is noted that in the case of Connected TV, connection to the Network can be carried out in various ways - through the smart TV itself, set-top boxes, media players or game consoles.
So, it is reported that at the end of 2018, the Connected TV audience amounted to 17,3 million users, or 12% of Russians. At the same time, as the authors of the report note, the market is growing rapidly. Thus, in the next 3-4 years, Connected TV will most likely become the dominant television platform in Russia.
At the same time, the advertising market in the Connected TV segment is also growing. The total number of advertising impressions in this segment in Russia grew by 170% year on year and continues to grow.
“The audience is increasingly consuming Internet video, including on the big screen. Therefore, Connected TV is a hot segment of the advertising market, and its share in the media mix will only grow,” the study says.
Currently, smart TVs are the most common way to connect a large screen to the Internet in Russia.
Source: 3dnews.ru