The American household now averages 2.7 televisions, and 98% of U.S. homes have at least one working TV set, according to Hub Entertainment Research’s Connected Home 2026 study. The other 2% are currently being pursued by every incremental reach presentation in America. So congratulations to the industry: consumers own multiple premium screens and still spend half their evening asking, “What do you want to watch?”
For media buyers, the living room remains prime real estate. For consumers, it remains a beautifully backlit maze of apps, subscriptions and passive-aggressive indecision.