Hub Research: Smart-TV Ownership, Usage for Streaming Continues to Grow

Smart-TV ownership continues to climb, with three-quarters (76%) of TV households saying they own a smart-TV, up from 70% a year ago, according to Hub Entertainment Research’s fourth annual “Connected Home” study.

The majority (57%) of all TV sets are now smart sets, a proportion a quarter higher than in 2020 (45%), according to the study.

Consumers are also using the capabilities of smart TVs more, according to the study. In the past, many smart TVs were operated as “dumb” sets — owners plugged them into cable boxes or external streaming devices, bypassing their built-in smart capabilities. But in 2022, more than four in five (86%) smart TV homes reported they regularly stream shows through a smart TV’s built-in capability, according to the survey. That’s a significant increase from 2020 (75%), but it still shows that a notable share (14%, or 1 in 7) of smart TV homes aren’t yet using those sets to stream TV shows or movies.

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Meanwhile, adoption of other smart devices lags. About half of all households now own other smart devices, with 52% of all homes owning a smart speaker (Amazon Echo, Google Nest, etc.) and 48% owning at least one smart home device such as a smart thermostat, smart doorbell, smart lightbulb, etc.

“Growth in smart-TV viewing over the past few years has been supercharged not just by more smart-TVs, but greatly increased use of smart TV apps for streaming,” David Tice, senior consultant to Hub and co-author of the study, said in a statement. “It has been a long road to get a large majority of smart-TV owners to use those sets for streaming. This is a theme for smart tech overall. It’s not just getting devices into homes, but how can stakeholders get consumers to use the full capabilities of smart devices?”

Hub’s “Connected Home 2022” report is based on a survey of 5,204 U.S. consumers conducted in February 2022.

Roku Eyeing Smart Home Device Market

Streaming media device pioneer Roku is reportedly considering branching out into connected homes using appliances and home entertainment products operated through the “Internet of Things” (IoT) concept. The North America market is projected to reach $180 billion by 2022. By 2025, there are projected to be 64 billion Internet-connected devices worldwide.

First reported by Protocol, Roku, which co-created the subscription streaming VOD business model with Netflix in 2008, recently hired Damir Skripic, as director of product management, home technologies. Skripic previously worked in a similar position for Amazon, and before that at Kasa Smart and Arlo Home Security Cameras, respectively.

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Roku’s operating system is currently installed in branded televisions, wireless speakers and soundbars. The company operates a whole home licensing audio program for third-party OEM manufacturers.

Skripic’s hire suggests he is tasked with formalizing the strategy and execution of products and features that connect Roku with home ecosystems. While the company has made no formal announcement, the job listing filled by Skripic said the successful candidate would “be responsible for vetting new partners and developing partnerships to connect Roku with home ecosystems more deeply.”

Roku ended the most-recent fiscal period with $107.7 million in hardware revenue, which includes streaming media set-top devices and HDMI pucks. That was up 22% from revenue of $88 million in the previous-year period. Roku made the bulk of its revenue ($466.5 million) from its branded platform, which includes almost 54 million active user accounts.