Marketers still value consumer data from over-the-top set-top boxes, but the prevalence of smart TVs, gaming consoles and other devices eventually could make the set-tops "obsolete," according to a report from One Touch Intelligence for the Nielsen-backed Council for Research Excellence. Gaming consoles, with a presence in 56% of households, are the most popular new media devices, followed by DVRs, with 44% penetration, but that could change as cloud-based DVRs begin to gain in popularity, the study found.
Report: Over-the-top box has new rival in cloud-based DVR
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Warner Bros. Entertainment Inc.
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Interactive Advertising Bureau
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