Connected TV Ownership on the Rise
The use of connected TV devices in U.S. homes keeps growing. Now, 80% of TV homes have at least one connected TV device, according to Leichtman Research Group.
The mean ownership is 4.1 CTV devices per CTV household, translating into approximately 400 million CTVs currently deployed, according to LRG, up 60% from 250 million in 2016. 64% of CTV households said they had 3 or more CTVs.
Beyond the penetration growth, the integration of CTVs into our daily lives is even more noteworthy. LRG found that 40% of U.S. TV households now consume content on their CTV on a daily basis. That’s up from 29% in 2018, 12% in 2015 and just 1% in 2010. The explosion of content and services available on CTVs and cord-cutting has shifted viewers’ behaviors and driven the daily usage numbers.
Leichtman says 25% of adults watch video on a TV through a stand-alone device, while 20% watch on an Internet-enabled Smart TV app, 11% watch via a connected game system, and 3% watch via a connected Blu-ray player.
Results are based on a survey conducted in April-May 2020 of about 2,000 adults ages 18 years and older, with a random sample of respondents weighted to best reflect the demographic and geographic makeup of the U.S., comprised of 1,200 online and about 800 via phone calls, with a statistical margin of error of +/- 2.2%.