Connected TV Device Penetration Has Reportedly Tripled Since 2010

September 4, 2018

The penetration of internet-connected TV devices – including connected smart TVs, stand-alone streaming devices (such as Roku or Apple TV), connected video game systems and/or connected Blu-ray players – has tripled in US TV homes between 2010 and now, according to recent data from the Leichtman Research Group (LRG).

Based on its Q2 survey of 1,202 US adults, LRG estimates that roughly 3 in 4 US TV homes (74%) have at least one connected TV device. That’s up from 69% last year and is more than triple the proportion from 2010 (24%).

The results are a bit more bullish than other estimates. For example, in a recent study [download page], Nielsen pegged the penetration of internet-enabled TV-connected devices at 67% of households as of March 2018. Nonetheless, it’s the trajectory of growth that’s most interesting, as Nielsen’s figures also showed strong growth from the previous year (61%).

The LRG and Nielsen reports also agree on one thing: plenty of homes have more than one connected TV device. In fact, LRG finds that among homes with at least one such device, an impressive 57% have 3 or more devices. Nielsen’s figures are again less enthusiastic in this regard, but still indicate that slightly more than half of TV households with a device have more than one.

In a sign of the changing times, the gap in ownership of these devices and set-top boxes continues to widen. LRG’s survey respondents averaged 2.8 connected TV devices, compared to 1.7 pay-TV set-bop boxes. By comparison, just a couple of years ago respondents averaged 2.4 connected TV devices, versus 1.7 pay-TV set-top boxes.

These connected devices are increasingly being used, too. Multiple reports have shown that connected TV viewing is on the rise, and LRG’s survey results indicate that 29% of adults in US TV homes watch video on a TV using a connected device on a daily basis. That’s up from 25% last year and just 1% in 2010.

In other results:

  • Close to one-third (29%) of all TVs in US households are connected smart TVs (these devices represented almost 9 in 10 TVs sold in the US during the first quarter of the year);
  • Almost half (46%) of TV households have at least one standalone streaming device such as a Roku or Apple TV; and
  • Daily viewing of video on a TV via connected devices is most prevalent among 18-34-year-olds (43%).

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