A new study from The Interactive Advertising Bureau also says that 40% of those surveyed consider TV commercials on connected TV platforms to be less intrusive than standard TV ads.
Seventy-six percent of those respondents say that connected TV streaming is just as good as -- or better than -- traditional TV, while 51% say it is “as good” and 25% say it is “better.”
The study says that 33% of Americans over the age of 18 own either a smart TV or a device that streams video to their TVs, with 38% of those individuals who were spending at least 50% of their TV viewing time streaming video to their television.
Research shows that 35% of connected TV owners are streaming more video to their TV than a year ago. In addition, 25% of smartphone and tablet owners and 20% computer owners say they are streaming more video.
Vision Critical’s Media & Entertainment Practice conducted the survey on behalf of the IAB from January 19 to January 21, 2015 -- a sample of 651 adults 18 and older, representative of the U.S. census/online adult over-18 population.
In addition, 13 of the online survey participants were invited to a two-day online discussion forum.