The connected TV is having an impact on consumers’ viewing habits. According to the NPD Group, the number of consumers who say the television is their primary screen for viewing paid and free streamed video content from the Web has risen 12% in the past year (from 33% to 45%). During that same period, consumers who said they used a PC as their primary web streaming video screen declined 17% (from 48% to 31%).
Among those Internet viewing services, Netflix’s Watch Instantly is the most popular. Of those viewing online video on their TVs, 40% are watching Netflix, while 12% access HuluPlus and 4% use Vudu.
“The growth in connected TVs is another sign that online video is maturing,” said Russ Crupnick, senior vice president of industry analysis for The NPD Group, in a release. “Streaming video has moved from the dorm room to the living room; and, as more households obtain and connect TVs to the Web, we predict increased trial and engagement for video distribution services.”