Just Accept That Connected TV is the New TV

NAB

More signs that TV viewers are morphing into connected TV viewing households: 87% of US homes have at least one CTV device — up from 80% in 2020 and 38% in 2012, according to a new report from Leichtman Research Group.

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Connected TV means content is streamed via the internet. Devices include connected Smart TVs, video game systems, Blu-ray players and stand-alone boxes, or sticks like Roku, Amazon Fire TV, Chromecast, and Apple TV.

The data in this study indicates that there are now nearly 500 million connected TV devices in US TV households — an increase from about 300 million in 2017.

Naturally, viewing TV via the internet is up. Overall, 46% of adults in US TV households watch video on a TV via a connected device daily. This is compared to 40% in 2020, 25% in 2017, and 4% in 2012.

LRG finds younger people most likely to use connected TV devices. Among all ages 18-34, 62% watch video on a TV via a connected device daily. It drops to 54% of ages 35-54 and 24% of ages 55+.

“Along with the 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 twenty-five to forty-six percent — in the past five years,” underlined Bruce Leichtman, the president and principal analyst for the research group.

LRG’s study also found that the average number of devices per household is also up to nearly four devices per TV household — compared to 3.2 in 2020, and 2.4 in 2017.

Seventy-one percent of TV households have at least one connected Smart TV which is up from 58% in 2020, 41% in 2017, and 11% in 2012. It’s pretty hard to buy anything else.

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.