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.
article here
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.
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