US Connected TV Usage: Digital Content Gives the 'First Screen' New Life - eMarketer

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US Connected TV Usage: Digital Content Gives the 'First Screen' New Life

eMarketer Report

By: eMarketer

Published: November 12, 2015

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Connected TVs are becoming mainstream, with over half of the US population expected to watch streaming content on them by 2016, and more than 60% doing so by 2019. But the nuances of connected TV use are still evolving, with the devices used to access content different from what one might expect and viewing habits more similar to those of linear TV.

  • Connected TV adoption is being fueled by a confluence of enabling technologies and premium content available only through nonlinear channels.
  • Hardware-related drivers of connected TV’s growth include a broad range of internet-connectable devices, from game consoles and set-top boxes to streaming sticks and smart TVs. Consumers with older devices, such as game consoles, DVRs or disc players, are using them to tap into digital programming without making substantial new hardware investments. At the same time, many people buying new TV sets are choosing “smart” models with built-in connectivity. Still others are opting for third-party streaming devices.
  • Price is a factor driving adoption of streaming sticks, which are expected to undergo the steepest growth of any connected TV device category. Smart TVs make up a relatively small share of the connected-TV universe.
  • Over-the-top (OTT) video services are helping propel the trend toward connected TV. They can deliver long-form, high-quality content to the user’s living room screen. Some of the most sought-after shows are available exclusively on streaming services and best viewed on a connected TV.
  • It matters less and less to viewers whether programming comes from a broadcast network, a cable channel or a digital-only platform. Living room TVs that can seamlessly access digital content are helping blur the lines and redefine the viewing experience.

"US connected TV viewers will top 200 million by 2019, up from around 140 million this year. Growth rates will slow during the forecast period as widening adoption leaves a shrinking population of non-users."

Table of Contents

Connected TV Users and Households

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Connected TV Device Mix

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Connected TV Viewing Habits

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22 charts are included in the full report:

US Connected TV Usage: Digital Content Gives the ‘First Screen’ New Life

US Connected TV Users, 2014-2019 (millions and % change)

Connected TV Users and Households

US Connected TV Users and Penetration, 2014-2019 (millions, % of population and % of internet users)

US Connected TV Households, 2014-2019 (millions, % change and % of total households)

Share of US Households that Have at Least One Internet-Connected TV Set, 2010-2015 (% of total)

Smart TV

US Smart TV Users and Penetration, 2014-2019 (millions, % of population and % of internet users)

US Smart TV Households, 2014-2019 (millions, % change and % of total households)

US Connected TV Users, by Segment, 2014-2019 (% of total and millions)

Share of Internet-Capable TVs Owned by US Households that Have Been Connected to the Internet, Q2 2013, Q2 2014 & Q2 2015 (% of internet-capable TVs)

Over-the-Top Content

US Over-the-Top (OTT) Video Service Users, 2014-2019

US Over-the-Top (OTT) Video Service Users, by Service Provider, 2014-2019

Digital Video Subscription Services Used by Internet Users in North America, Q2 2013, Q2 2014 & Q2 2015 (% of respondents)

Primary Device Used to Stream TV Shows According to US TV Viewers, by Service Provider, Aug 2015 (% of respondents)

US Cord-Cutter Households, 2010 & 2014 (% of respondents in each group)

Connected TV Device Mix

US Connected TV Users, by Device, 2014-2019

US Streaming Media Device Ownership, by Type, 2015 & 2018 (millions)

US TV Viewers Who Have Used a Game Console vs. Smart TV to Watch TV Shows, 2013-2015 (% of respondents)

Connected TV Devices Used by US TV Viewers to Watch TV Shows, Aug 2015 (% of respondents)

Devices Used to View TV Programs* Among US TV Viewers, May 2015 (% of respondents)

Penetration of Select Devices/Technologies Among US TV Households, by Race/Ethnicity, Q2 2015 (% of total in each group)

Connected TV Viewing Habits

US Primetime Digital Video View Share, by Device and Daypart, Q1-Q2 2015 (% of total video ad requests on the Tremor Video platform)

Monthly TV Everywhere Videos Viewed per Visitor in North America, by Access Type, Q2 2014 & Q2 2015

Share of Weekly Time Spent Viewing TV/Video Content Among US Internet Users, by Device/Format, May 2015 (% of respondents)