Over half US households have connected TVs

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Findings from Leichtman Research Group indicate that 56 per cent of all US households have at least one television set connected to the Internet via a video game system, a Smart TV set, a Blu-ray player, and/or a stand-alone device (such as Roku, Apple TV, Chromecast, or Amazon Fire TV) – up from 44 per cent in 2013, and 24 per cent in 2010. While 27 per cent of all households have a TV set connected via one device, 29 per cent of households are now connected via multiple devices – up from 17 per cent in 2013.

Along with the increase in connected TV households and devices, there has also been an increase in watching Internet-delivered video on the TV set. Overall, 29 per cent of adults watch Internet-delivered video via a connected TV at least weekly, compared to 17 per cent in 2013, and 5 per cent in 2010. In addition, among Netflix streaming video users, 85 per cent say that they watch Netflix on a TV set – a slightly higher level than in any previous year.

These findings are based on a telephone survey of 1,215 households nationwide and are part of an LRG study, Emerging Video Services IX. This is LRG’s ninth annual study on this topic.

Other related findings include:

  • 52 per cent of households get a subscription video on-Demand (SVOD) service from Netflix, Amazon Prime, and/or Hulu Plus

  • 43 per cent of adults stream an SVOD service at least monthly

  • 43 per cent of pay-TV subscribers get Netflix – compared to 50 per cent of all pay-TV non-subscribers

  • 19 per cent of Netflix subscribers agree that their Netflix subscription is shared with others outside their household

  • On a daily basis, 33 per cent of adults watch video on non-TV devices (including home computers, mobile phones, iPads, tablets, and eReaders), and 58 per cent weekly — up from 27 per cent daily, and 53 per cent weekly two years ago

  • 10 per cent of adults are very interested in HBO Now at $14.99 per month without having to subscribe to a pay-TV service

“Internet-delivered video services and platform have grown significantly over the past few years, and one-third of adults now watch video on non-TV devices daily,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. “Yet, with over half of US households now having at least one connected TV set, Internet-delivered video is also increasingly being watched on the TV, exemplifying the desire to watch longer-form video on the best available screen.”


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