READ MORE: 46% of Adults Watch Video via a Connected TV Device Daily (Leichtman Research Group)
More signs that TV viewers are evolving 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.
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.
CONNECTING WITH CONNECTED TV:
Currently one of the fastest-growing channels in advertising, Connected TV apps such as Roku, Amazon Fire Stick and Apple TV offer a highly effective way for brands to reach their target audience. Learn the basics and stay on top of the biggest trends in CTV with fresh insights hand-picked from the NAB Amplify archives:
- The Ever-Changing Scenery of the CTV Landscape
- TV is Not Dead. It’s Just Becoming Something Else.
- Converged TV Requires a Converged Ad Response
- Connected TV and the Consumer
- Connected TV Opens Up a Million Ad Possibilities
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.
CHARTING THE GLOBAL MARKETPLACE:
Big content spends, tapping emerging markets, and automated versioning: these are just a few of the strategies OTT companies are turning to in the fight for dominance in the global marketplace. Stay on top of the business trends and learn about the challenges streamers face with these hand-curated articles from the NAB Amplify archives:
- How To Secure the Next Billion+ Subscribers
- Think Globally: SVOD Success Means More Content, Foreign Content and Automated Versioning
- How Does OTT Gain Global Reach? Here’s Where to Start.
- Governments Draw Battlelines To Curb the US Domination of SVOD
- Streaming Content: I Do Not Think You Know What That Word Means