According to projections by Forrester, digital video ad spending in the US will increase by over 250%, from $2 billion in 2011 to $5.4 billion in 2016. The increase is attributed to an improvement in video quality, brand-safe video content, a proliferation in video-friendly devices, and the increasing amount of young and mature consumers. According to Forrester, 37 million U.S. households currently own a connected device that enables them to watch digital video on their TV screen. This figured has increased dramatically, as there were fewer than 25 million in 2010.