Amid the growth of smart TVs with integrated streaming operating systems, TV homes continue to use those TV sets as well as separate set-top-box players -- like Roku and Amazon units -- to access and discover content.
New data from Hub Research Entertainment says 44% of U.S. TV homes have both smart TVs and streaming media players.
Farther down in second place are homes that only use enabled (internet-connected) smart TV sets -- 25%.
Homes with just separate media players -- and no smart TV sets -- represent 14% of the market. Hub says 17% of U.S. TV homes have neither.
Hub also says smart TV set manufacturers or those makers of separate set-top-box streaming players are increasingly acting as “middlemen” when it comes to consumers searching and discovering content.
It says 48% of homes are using smart TV operating systems to search for TV shows and movies, while 52% are tapping into separate streaming devices’ discovery/search functions to find content.
At the same time, roughly the same number of streaming homes use individual apps of a particular service, like Netflix, Disney+, Amazon Prime Video, to find content -- 52% of those in smart TV homes, 48% of those with separate streaming players.
"While the industry seems focused on declaring a winner or loser, viewers are making use of both smart TVs and streaming media players to fulfill their viewing needs,” says David Tice, senior consultant of Hub.
“The industry would benefit more from a better understanding of, and delivery on, overarching viewer needs -– universal search, single-point billing, unrestricted access to streaming services, etc. – regardless of device.”