75% of US connected TV owners watch online

Research from Parks Associates finds the percentages of US smart TV owners who use their Internet-connected device to watch online video increased by over 30 per cent in six months.

“The percentage of smart TV owners connecting the device to the Internet has steadily increased, from approximately 40 per cent in 2010 to 56 per cent today,” said Pietro Macchiarella, Research Analyst, Parks Associates. “This device, when connected, offers a toehold to a variety of players, including broadcasters, over-the-top video providers, and pay-TV providers.”

The research shows the number of Internet-connectable TVs shipped will jump from less than 1 per cent in 2008 to over 45 per cent in 2012. The report also shows:
– 75 per cent of US smart TV owners who connect their set to the Internet watch on-demand online movies at least monthly, versus 57 per cent in 2011
– 71 per cent watch online TV shows at least monthly, versus 51 per cent in 2011
– On a near-daily basis, 30 per cent watch movies and 32 per cent watch TV shows

“Smart TVs have the potential to be both a threat and an opportunity for pay-TV providers,” said Brett Sappington, Director, Research, Parks Associates. “Smart TVs provide consumers another way to access over-the-top services like Netflix on the TV, providing a new distribution channel that all players can leverage to deliver content to consumers. However, by integrating the smart TV into their distribution model, pay-TV providers can leverage their strengths in content costs, customer relationships, bundling, and other areas to play a more substantial role in OTT. In addition, pay-TV providers can potentially use smart TVs to lower subscriber CPE costs, an important consideration in a highly competitive market.”

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