According to new consumer research from Leichtman Research Group (LRG), 56% of all US households have at least one television set connected to the Internet via a video game
system, a smart TV set, a Blu-ray player, and/or a stand-alone device (like Roku, Apple TV, Chromecast, or Amazon Fire TV), up from 44% in 2013, and 24% in 2010.
While 27% of
all households have a TV set connected via one device, 29% of households are now connected via multiple devices, up from 17% in 2013. Along with the increase in connected TV households and devices,
there has also been an increase in watching Internet-delivered video on the TV set.
Overall, 29% of adults watch Internet-delivered video via a connected TV at least weekly,
compared to 17% in 2013, and 5% in 2010. In addition, among Netflix streaming video users, 85% say that they watch Netflix on a TV set, a slightly higher level than in any previous year, says the
report.
Internet Connected TV Penetration (% of US HH with at least
one TV set connected to the Internet; % of adult viewers of Internet delivered video at least weekly) |
Year | % of HH With Connected TV | % Adults Viewing Digital TV on
Connected TV |
2010 | 24% | 5% |
2011 | 30 | 10 |
2012 | 38 | 13 |
2013 | 44 | 17 |
2014 | 49 | 24 |
Source: LRG
Group, June 2015 |
Additional related findings from the study include:
- 52% of households get a subscription video
on-Demand (SVOD) service from Netflix, Amazon Prime, and/or Hulu Plus
- 43% of adults stream an SVOD service at least monthly
- 43% of pay-TV subscribers get Netflix, vs. 50% of all
pay-TV non-subscribers
- 19% of Netflix subscribers share their Netflix subscription with others outside their household
- 33% of adults watch video on non-TV devices daily (home
computers, mobile phones, iPads, tablets, and eReaders), and 58% weekly
- 10% of adults are very interested in HBO Now at $14.99 per month without having to subscribe to a pay-TV service
Bruce Leichtman, president and principal analyst for Leichtman Research Group, says “… one-third of adults now watch video on non-TV devices daily…
yet… Internet-delivered video… watched on the TV… exemplifies the desire to watch longer-form video on the best available screen… "
Emerging
Video Services IX is based on a telephone survey of 1,215 adults age 18+ throughout the continental US, conducted in April 2015. Weighted to best reflect the demographic and geographic make-up
of the US, the overall sample has a statistical margin of error of +/- 2.8%.
For more from LRG research, please
visit here.