Almost Half of U.S. HH Have A Separate TV Connection To The Internet

According to new consumer research from Leichtman Research Group, (LRG), 49% of all US households have at least one television set connected to the Internet via a video game system, Blu-ray player, smart TV set, and/or stand-alone device, up from 38% in 2012, and 24% in 2010. 

Overall, 24% of adults watch video from the Internet via a connected TV at least weekly, compared to 13% two years ago, and 5% four years ago. 

And, Marketing Charts reports that the CEA reports that 46% of TV user households watched video on a portable computer during the past year, with 43% watching video on a smartphone and 35% on a tablet. Each of those figures was up by at least 7% points from a year earlier. Meanwhile, 45% of TV households viewed at least some TV programming via the Internet, up from 28% the previous year.

Video Viewing on Connected Devices (% of TV User Households; Watched During Past Year)

 

% HH Watched During Year

Device(s) Video Watched On

2013

2014

Laptop, notebook or netbook

38%

46%

Smartphone

33

43

Tablet

26

35

Desktop computer

30

34

Source: CEA, June 2014

The LRG report says that connected television use is heavily skewed towards Netflix subscribers, with 49% of Netflix subscribers watching video from the Internet via a connected device weekly, compared to 8% weekly use among all non-Netflix subscribers.  Among Netflix streaming video users, 78% say that they watch Netflix on a TV set.

Other related findings from the study, Emerging Video Services VIII, include:

  • 80% of all Netflix subscribers also subscribe to a pay-TV service, compared to 85% in 2012, and 88% in 2010
  • 48% of all non-subscribers to a pay-TV service get Netflix, compared to 29% in 2012, and 16% in 2010
  • 15% of Netflix subscribers agree that their Netflix subscription is shared with others outside their household
  • 47% of households get Netflix, Amazon Prime, and/or Hulu Plus
  • On a daily basis, 31% of adults watch video on non-TV devices (including home computers, mobile phones, iPads, tablets, and eReaders), and 58% weekly, up from 18% daily, and 46% weekly two years ago
  • Including connected TV sets, 34% watch any over-the-top video daily, and 61% weekly

Bruce Leichtman, president and principal analyst for LRG, concludes that “… emerging video services have truly ‘emerged’ over the past two to three years… spurred by Netflix’s decision in the third quarter of 2011 to focus on streaming video… coupled with proliferation of connected TV devices, smartphones, iPads and tablets… ” 

For more information about LRG, please visit here.

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