49% Of U.S. TV Homes Watch CTV Daily, 74% Have Smart TVs
- by Karlene Lukovitz @KLmarketdaily, June 12, 2023
Nearly half (49%) of U.S. TV homes report watching connected TV (CTV) every day — up from 39% in 2021, according to Leichtman Research Group’s latest connected TV survey, conducted among 1,770 U.S. adults.
That’s up from 39% in 2021, 29% in 2018, and 6% in 2013.
Daily watching skews to younger viewers. Whereas 63% of those 18 to 34 report watching daily, 58% of those 35 to 54, and just 27% of those 55 and older, report the same.
Eighty-eight percent of U.S. TV homes report having at least one internet-connected TV device, including connected smart TVs; stand-alone streaming devices like Roku, Amazon Fire TV sticks or boxes, Chromecast or Apple TV; connected video game systems; or connected Blu-ray players.
That compares to 82% with at least one connected TV device in 2021, 74% in 2018, and 44% in 2013.
Nearly three quarters (74%) report having at least one connected smart TV — up from 64% in 2021, 47% in 2018 and 13% in 2013.
Further, 55% of all TV sets in the U.S. are connected smart TVs — up from 43% in 2021, 29% in 2018 and 7% in 2014 — and 44% of TV homes have only smart TVs (no traditional sets).
More than two thirds (67%) of U.S. homes have multiple types of connected devices — up from 62% in 2021 and 49% in 2018.
The mean age of those with multiple types of connected TV devices is 42.3, while the mean age of those with one type of device is 50.5, and the mean age of those with no connected TV devices is 55.5.
“While Smart TVs are a key component of the connected TV category, the vast majority of connected TV users stream via multiple types of devices,” notes Bruce Leichtman, president and principal analyst at the research firm.
Karlene, I'm surprised that the research company is using the terms "households" and ---I assume---"individuals"----in its report. This can be misleading. For example, if 49% of U.S. TV households "watch" CTV daily then the percentage of the U.S. TV home population that does so would be considerably lower---perhaps only 35%. This is because a household can be "reached" if anyone in the home watches, but this does not mean that every resident views CTV content daily.With this in mind, the age breakdowns ---which seem to jibe with the overall figure---are either household figures or all of the data is based on individuals---not households. I suspect that the latter is the case---that these are all people---not household--- findings.
Spot on Ed.
My guess would be:
- successful contact of n=1,770 adults ('phone, email, internet mix)
- use that data as 'known' HH usage
- use the respondent's viewing behaviour to get age distribution
- and then a 'HH' question as to whether the CTV is used by other HH members (within the device questions)