83% of US Households Have a Smart TV and/or a Streaming Device

2 Min Read

We all know that consumers have increasingly turned to streaming services to watch their favorite TV and movie content. But how (and where) are they accessing those platforms? A new study from Hub Research Entertainment reveals the data, finding that 25% of US households use Smart TV’s only, 14% use streaming media players (SMPs), and 44% use some combination of both. 

Consumers are also using those smart TV’s and SMPs to search for their next show. The study found that 48% of households use their smart TV’s operating systems to search for TV shows and movies, while 52% tap into their streaming devices’ discovery functions to find content. However, these TV and SMP operating systems have some room for improvement, 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.”

Connected TV in the News

When Everything Is TV, a Convergent Ad Strategy Is Necessary
Adweek
As the media landscape continues to evolve, the world of TV is rapidly moving along with it. Compared to even a few years ago, consumers now have more avenues than ever for watching content, and the space is only getting more crowded.

Connected TV Creates a Halo Effect For Paid Search and Social
MNTN Research
With the right partner, CTV can transform the TV screen from a brand awareness play to a targeted performance marketing tool. And the impact of CTV doesn’t stop there.

Has TV Ad Measurement’s Day of Reckoning Finally Arrived?
Marketing Dive
Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.

Get the Latest Connected TV News, Right to Your Inbox

Why not receive our CTV advertising report, right to your inbox? Just enter your email below and you’ll never be out of the CTV / OTT advertising loop again.

Sign Up for the Connected TV Report

Subscribe to the report Apple, Amazon, NBC and more use to get their CTV news.