New research from Leichtman Research Group (LRG) found that U.S. TV households with a connected TV has risen to 69%, up from 24 percent in 2010 and 50 percent in 2014. Connected TV devices include smart TV sets or other connected TV devices, which could range from video game consoles and streaming media players to standalone set-top boxes and Blu-ray players from the likes of Amazon, Apple, Google, Microsoft, Roku and Sony, among others.
There are more connected TV devices in U.S. households than there are pay-TV set-top boxes, the market research provider highlights. Among connected TV homes, 76 percent have more than one device installed.
On average, there are 3.5 connected TV devices in those households that have at least one. That drops to 2.4 on average when all U.S. households are taken into account. In comparison, there are 1.7 pay-TV set-top boxes in the average U.S. household.
Households with a Connected TV
LRG surveyed 1204 U.S. TV households to produce its latest “Connected and HD TVs XIV” report. Other highlights include:
- Overall, 25% of adults in US TV households watch video via a connected TV device daily – compared to 11% in 2014, and 1% in 2010.
- 43% of all ages 18-34 watch video via a connected TV device daily – compared to 26% of ages 35-54 and 10% of ages 55+
- 22% of adults with a pay-TV service watch video via a connected TV device daily – compared to 38% of pay-TV non-subscribers
- 79% of all TV sets in US households are HDTVs – an increase from 59% in 2014, and 11% in 2007
- 38% of non-4K Ultra HDTV owners have seen one in use – up from 10% in 2014
- 31% of those who have seen a 4K HDTV in use are interested in getting one – compared to 7% of those who have not seen a 4K HDTV
Commenting on the market research results, LRG president and principal analyst Bruce Leichtman said: “Connected TV devices continue to expand both in terms of the percentage of US households that have connected TV devices and the frequency that people are using them.
“Yet, with 81% of connected TV households also getting a pay-TV service, choices provided by connected TVs are generally being integrated with traditional viewing options.”