Over Half of U.S. Households Have an Internet Connected TV

Durham, NH, May 27, 2015--New consumer research from Leichtman Research Group, Inc. (LRG) finds that 56% of all US households have at least one television set connected to the Internet via a video game system, a smart TV set, a Blu-ray player, and/or a stand-alone device (like Roku, Apple TV, Chromecast, or Amazon Fire TV) -- up from 44% in 2013, and 24% in 2010. While 27% of all households have a TV set connected via one device, 29% of households are now connected via multiple devices -- up from 17% in 2013.

Along with the increase in connected TV households and devices, there has also been an increase in watching Internet-delivered video on the TV set. Overall, 29% of adults watch Internet-delivered video via a connected TV at least weekly, compared to 17% in 2013, and 5% in 2010. In addition, among Netflix streaming video users, 85% say that they watch Netflix on a TV set -- a slightly higher level than in any previous year.

These findings are based on a telephone survey of 1,215 households nationwide and are part of an LRG study, Emerging Video Services IX. This is LRG's ninth annual study on this topic.

Other related findings include:

  • 52% of households get a subscription video on-Demand (SVOD) service from Netflix, Amazon Prime, and/or Hulu Plus

  • 43% of adults stream an SVOD service at least monthly

  • 43% of pay-TV subscribers get Netflix -- compared to 50% of all pay-TV non-subscribers

  • 19% of Netflix subscribers agree that their Netflix subscription is shared with others outside their household

  • On a daily basis, 33% of adults watch video on non-TV devices (including home computers, mobile phones, iPads, tablets, and eReaders), and 58% weekly -- up from 27% daily, and 53% weekly two years ago

  • 10% of adults are very interested in HBO Now at $14.99 per month without having to subscribe to a pay-TV service.

"Internet-delivered video services and platform have grown significantly over the past few years, and one-third of adults now watch video on non-TV devices daily," said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. "Yet, with over half of US households now having at least one connected TV set, Internet-delivered video is also increasingly being watched on the TV, exemplifying the desire to watch longer-form video on the best available screen."