Advanced Television

Over half US households have connected TVs

May 28, 2015

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.”

Categories: Articles, Connected TV, Consumer Behaviour, Markets, OTT, Research