The exchange traded product market is expected to continue its upward trajectory — at least on the Nasdaq.

In an interview with Traders Magazine, Nasdaq’s Head of ETP Listings Jeff McCarthy said that given investor demand for increased investment flexibility that ETPs bring, he expected more growth in listing activity.

“We will continue to see innovation across both the passive and active space,” McCarthy said. “Passive will continue to create new strategies and asset class access and we do see growth in the actively managed space-notably in the NextShares actively managed fund structure.”

Citing Nasdaq data, McCarthy reported growth on the bourse is besting all expectations. He reported that he expects 71 new Nasdaq listed products to be added to its roster, up from 35 in 2015 and 39 in 2014. Also, listings which have switched from rival exchanges such as NYSE Arca or Bats are on track to hit 52 this year, up from 19 in 2015 and 10 in 2014.

“ETFs touch many aspects of Nasdaq’s core businesses. Our multi-product and partnership solutions approach has contributed to the company’s successful growth,” he said. “We continue to engage the industry on ETF market opportunities and how to support the market.”

Overall, he expects 2016 total Nasdaq ETP 218 in 2015 and products to hit 330 securities, up from  218 last year and 174 two years ago.

In comparison, per the October ETP Monthly Flash report from NYSE, Arca had 1,543 ETPs listed. Also, NYSE Arca had 23% of all US ETP trading volume, leading all US exchanges.

As of October 2016, 1,941 ETPs are listed in the US, 1,543 of which were listed on NYSE Arca.

“We expect to see continued growth in our ETF market in 2017 and beyond. Our team is committed to delivering best-in-class exchange solutions across Nasdaq’s core businesses,’ McCarthy said.”

Relatedly, in a recent report shared with Traders Magazine, Brown Brothers Harriman said in its 2016 US ETF Investor Survey from 175 financial advisors and institutional investors are finding new ways to use ETFs, which is a result of a maturing industry. Investors, they said, have more options to choose from, more ways to use ETFs tactically in a portfolio, with more considerations than ever before.

Key findings of the survey included:

• Smart-beta demand remains strong 97% of investors plan to maintain or add to their smart beta positions next year.
• Minimum volatility and quality are the favored when selecting smart-beta ETFs Minimum volatility (44%) and quality strategies (42%) are top priorities when selecting a smart-beta ETF.
• Liquidity is top of mind 67% of respondents stated that liquidity is an important concern for fixed income ETFs.
• ETF investors see the benefits of securities lending Nearly 2/3 of ETF investors would consider an ETF engaging in securities lending.
• Investors want more international fixed income and commodity ETFs Investors are looking for more options when it comes to ETFs with international fixed income and commodity exposure.
• Active fixed income gains favor for the third year in a row, more investors are looking for fixed income in actively-managed ETFs.
• Investors aren’t afraid of new ETFs 75% of investors are comfortable buying an active ETF with a track record of three years or less, and almost 2 out of 3 are comfortable with buying new passive ETFs in the first year.