Smart TVs are in demand among consumers that want to extend their TV watching beyond traditional TV to Internet-based sources, according to several recent studies.
The most important factor for consumers purchasing a new TV or video device is the ability for it to connect to the Internet and stream content, and Smart TVs were their primary choice, according to a recent Council For Research Excellence study. Internetready Smart TVs — sets that correct directly to over-the-top subscription VOD services like Netflix and Hulu — were followed by OTT streaming devices such as the Roku box or Google Chromecast device, and then tablets.
The findings coincide with a recent Nielsen Cross Platform Report in which the number of enabled smart TV’s in consumer households nearly doubled from first-quarter 2013 to first-quarter 2014.
The main driver for Smart TV purchases is the ability to easily stream favorite shows for binge-watching or time-shifted viewing, according to the Council For Research Excellence study. Further, when TV sets with OTT access were introduced into a household, they became the most-used device for video, beating out tablets or smartphones, although those devices are often present and used in the same room as Smart TVs.
Of course, the accessibility of quality content from cable and broadcast networks — as well as from OTT services like Netflix, Hulu and Crackle — is fueling the television technology revolution as consumers continue to take greater control of their viewing experience.