With already 70 percent of all Internet users viewing over-the-top (OTT) video, its days as a marginal activity are over, says Informa Telecoms & Media. And the research group expects interest in OTT video to continue to grow. By 2015, 2.1 billion people will be watching OTT video, equal to over 80 percent of all Internet users.

“It’s abundantly clear that viewing online video via connected devices will be both a long-term and mass-market activity. All of the key ingredients for uptake of these services are in place. It’s just a case of consumers getting used to the idea of using them, something that we will be driven by the availability of big brands like the iPlayer, and marketing pushes from the device manufacturers,” said Giles Cottle, a principal analyst at Informa Telecoms & Media, in a statement.

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Industry Kicks off ‘Go Addressable’ Initiative

Distributors and TV brands came together Thursday in support of an industry initiative to accelerate efforts to make it easier for advertisers to incorporate addressable TV into their campaigns. Participants

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