Study: Almost 40% Of Adults Watch Video Daily On CTV, 60% Weekly

A recent study shows 39% of all adults watch video daily via a connected TV device -- just about the same level as a year ago (40%), according to the Leichtman Research Group.

Weekly data shows higher results: 60% of adults watch video using a connected TV device at least once a week, compared to 59% in 2020.

What isn’t known from the study is how many minutes have been viewed by those adults versus a year ago. Other research indicates that total viewing data is climbing.

Leichtman says 82% of U.S. TV households have at least one internet-connected TV device. This includes connected smart TVs sets or separate set-top-box devices, such as Roku, Amazon Fire TV, Chromecast, or Apple TV or connected video game systems, and/or connected Blu-ray players.

Younger 18-34 year old TV viewers -- as has been confirmed from other studies -- are the biggest users. Some 54% watch videos on a TV via a connected device daily. This compares to 43% for those 35-54 and 22% of ages 55+.

Recent findings are based on a survey of 2,000 adults ages 18+ in U.S. households with a TV set. The survey -- a random sample of respondents -- was conducted in April-May 2021 with 1,250 online and 750 respondents via telephone.



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