June 8, 2020
New consumer research from Leichtman Research Group finds that 80% 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 is an increase from 74% with at least one connected TV device in 2018, 57% in 2015, and 24% in 2010.
Overall, 40% of adults in U.S. TV households watch video on a TV via a connected device daily — compared with 29% in 2018, 12% in 2015, and 1% in 2010. Older individuals use connected TV devices less often than others. Among all adults ages 55+, 18% watch video on a TV via a connected device daily — compared with 48% of ages 35-54 and 55% of ages 18-34.
These findings are based on a survey of about 2,000 TV households in the U.S. This is LRG’s 17th annual study on TVs in the U.S.
Other findings include: Among those with any connected TV device, 64% have three or more devices — with a mean of 4.1 devices per connected TV household.
About 58% of TV households have at least one connected Smart TV — up from 47% in 2018, 22% in 2015, and 8% in 2010. Another 56% of TV households have at least one standalone streaming device — up from 46% in 2018, 23% in 2015, and 3% in 2011.
On a daily basis, 25% of adults watch video on a TV via a standalone device, 20% via an Internet-enabled Smart TV app, 11% via a connected game system, and 3% via a connected Blu-ray player.
About 62% of 4K HDTV owners agree that the picture quality makes everything look better, even when not watching 4K content, while 6% disagree.
“The data in this study indicate that there are now nearly 400 million connected TV devices in U.S. TV households,” Bruce Leichtman, principal analyst for Leichtman Research Group, said in a statement. “This is an increase from about 250 million connected TV devices in 2016.” Leichtman said the data does not include pay-TV set-top boxes that can access the Internet.
“Along with this increase in the number of devices, the percent of adults in the U.S. using these connected devices to watch video on a TV each day has more than doubled — growing from 19% to 40% — in just the past four years,” he said.