Smart TVs Have Little Impact On U.S. Household TV Viewing Behavior

Although about three-quarters of U.S. households with the internet have at least one smart TV, those devices have little effect on consumers’ TV viewing, according to Kagan’s Q1 2022 U.S. Consumer Insights survey. 

Households with and without smart TVs both watch more than four hours of TV per day, on average, the survey of U.S. adults found.

About 60% of those with smart TVs, versus 50% of those without, report watching mostly live, linear TV. 

And one-third of both groups (33% of those with smart TVs, 31% of those without) report watching primarily or mostly video-on-demand (VOD) content. 

Further, subscription VOD viewing represents about 45% of daily video viewing time for smart-TV households, and 42% among non-smart-TV households. 

U.S. internet households now own an average of 1.2 smart TVs, with 45% reporting owning one, and 29% owning more than one. 

Among smart TV owners surveyed, 41% reported owning at least one Samsung smart TV, versus just 19% and 18% reporting owning Vizio and LG smart TVs, respectively. 

More than two-thirds (67%) of households that own only smart TVs also reported having/using streaming media players.

2 comments about "Smart TVs Have Little Impact On U.S. Household TV Viewing Behavior".
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  1. Ed Papazian from Media Dynamics Inc, June 10, 2022 at 11:01 a.m.

    Karlene, the findings of this poll  raise questions.  This is especially the case when, as you reported, the poll claims that the average home with and without an ACR set "watches" about four hours of TV per day. This is more like an averge resident's viewing rate---per sources like Nielsen----which show that the average home has one or more sets tuned   in more like 7 hours daily. That's a large discrepancy.

    I would much rather see a comparison ---based on meter findings from the Nielsen or Comscore panels---where all sets are measured---- to determine what differences, if any exist in TV consumption patterns between ACR homes and non-ACR homes---as I suspect that the latter are probably older and low brow tilted, compositionally, while the former probably lean in the oppoisite direction. If that's the case, one might expect some differences in their program type preferences.

  2. Ed Papazian from Media Dynamics Inc, June 10, 2022 at 6:25 p.m.

    Now that this data has been posted on linkedin and I have seen same it appears that the respondents were asked about their own TV/Video viewing, so the findings of about four hours per day were for individuals, not households, and seem more or less  OK for this type of research.

    As regards the supposed similarities, where 46% of those without ACR sets said they watched "primarily" live TV only 31% of those with ACR sets said so---that's a fairly big difference. On the same type of question, where 22% of thise without smart sets claimed they watched VOD "primarily", only 15% of those with access to smart sets gave the same response. Again, somewhat of a difference. Otherwise, from the limited amount of data provided, there were  similarities but a lot of potentially interesting information---if the right questions were asked---was not released, so it is not at all clear that there are almost no differencdes between the two kinds of viewer groups. Maybe yes; maybe no.

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