Report: Adults Watching Video Daily on Connected TVs Declines

As the country emerges from the pandemic, adults streaming video on a connected television is declining slightly, according to new data Leichtman Research Group.

Based on a survey of 2,000 TV households in the United States, the report found that 39% of adults watch video on a TV via a connected device daily — compared with 40% in 2020, 31% in 2019, 19% in 2016, and 3% in 2011.  Younger individuals are most likely to use connected TV devices. Of those ages 18-34, 54% watch video on a TV via a connected device daily — compared with 43% of ages 35-54 and 22% of ages 55+.

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Leichtman reported that 82% of U.S. TV households have at least one Internet-connected TV device, including connected smart-TVs, standalone streaming devices (such as Roku, Amazon Fire TV stick or set-top box, Chromecast, or Apple TV), connected video game systems, and/or connected Blu-ray Disc players. This compares to 80% with at least one connected TV device in 2020, 74% in 2019, 65% in 2016, and 30% in 2011.

“Use of connected TV devices leveled off over the past year after being pulled forward due to the coronavirus pandemic last year,” analyst Bruce Leichtman said in a statement. “Still, 60% of adults watch video on a TV via a connected device at least weekly.”

Other findings include:

  • 35% of adults with a pay-TV service watch video via a connected TV device daily — compared with 50% of pay-TV non-subscribers;
  • 60% of adults watch video via a connected TV device at least weekly — compared with 59% in 2020, 52% in 2019, 40% in 2016, and 10% in 2011;
  • 55% of TV households have at least one stand-alone streaming device — up from 49% in 2019, 33% in 2016, and 3% in 2011;
  • about 43% of all TV sets in U.S. households are connected smart-TVs — an increase from 32% in 2019, 19% in 2016, and 7% in 2014;
  • in 2021, mean reported spending on a new TV was about $530 — compared with about $795 in 2016; and
  • given a choice of screens, 78% prefer to watch video on a TV set, 11% on a computer, 8% on a smartphone and 3% on a tablet.

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