Streaming is growing in popularity and two-fifths of online consumers now have an internet-connected TV, according to estimates from WARC Data based on data from the Reuters Institute for the Study of Journalism and YouGov.

Smart TVs – sets connected directly to the internet – are most popular, having been adopted by one in four internet users worldwide. One in five has a connected TV, with Roku the most popular device – accounting for almost one-third (31%) of viewing time.

However, additional research suggests a clear regional split in device preference for OTT content. Mobile devices prove most popular in Asia, while over half of audiences in India (57%) and China (54%) say they watch live TV content on their mobile, tablet or PC.

Part of the lure of internet-connected TVs for marketers is the prospect of having data-driven audience targeting, frequency-capping and visibility over attribution to better measure business outcomes.

Advertisers are shifting their media investment in response to audience changes. Linear TV advertising is 2.5x bigger than online video but has fallen $47bn over the last five years. Online video is instead up by $39bn.

WARC Data's latest report analyses how video viewing has evolved and how brands are reacting to the next generation of TV. It also includes an analysis of TV spots during the coronavirus outbreak, drawing from over 15m measured ads.

WARC Data subscribers can access the full report here. A free sample report is available to non-subscribers here.