Almost half of households watch video daily on connected TV
The change in how households watch television is confirmed by a new study saying that 87% of US households now have at least one internet-connected TV device, up from 80% in 2020, 69% in 2017, and 38% in 2012, consumer research from Leichtman Research Group shows.
“Along with this increase in the number of devices, the percent of adults in the US using these connected devices to watch video on a TV each day has significantly increased—growing from 25 to 46%—in the past five years”, says Bruce Leichtman, the company’s president and principal analyst.
Young people are most likely to use connected TV devices. Among all ages 18-34, 62% watch video on a TV via a connected device daily – compared to 54% of ages 35-54 and 24% of ages 55+.
Overall, 46% of adults in US TV households watch video on a TV via a connected device daily – compared to 40% in 2020, 25% in 2017, and 4% in 2012. Cable-TV peaked around 2011 when more than 90% of US TV-household had a Pay-TV subscription, but has since gradually lost viewers to streaming.
Connected TV includes connected Smart TVs, stand-alone streaming devices, connected video game systems, and/or connected Blu-ray players. The 87% compares to 80% with at least one connected TV device in 2020, 69% in 2017, and 38% in 2012.
Other findings include:
- 71% of TV households have at least one connected Smart TV – up from 58% in 2020, 41% in 2017, and 11% in 2012
- 50% of all TV sets in U.S. households are connected Smart TVs – an increase from 39% in 2020, 24% in 2017, and 7% in 2014
- 59% of TV households have at least one stand-alone streaming device – up from 56% in 2020, 40% in 2017, and 4% in 2012
- Across all households (including those with no connected TV devices) there is a mean of 3.9 devices per TV household – compared to 3.2 in 2020, and 2.4 in 2017
- Across all households, the mean number of stand-alone streaming devices is 1.5 – compared to 1.3 connected Smart TVs
- On a daily basis, 28% of adults watch video on a TV via a stand-alone device, 27% via an Internet-enabled Smart TV app, 12% via a connected game system, and 3% via a connected Blu-ray player
“The data in this study indicate that there are now nearly 500 million connected TV devices in US TV households. This is an increase from about 300 million connected TV devices in 2017,” Leichtman says.
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