U.S. Connected-TV Penetration Passes 50%

LRG: Internet-Connected Sets Up to 56% From 44% in 2013
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About 56% of all U.S. homes have at least one TV set connected to the Internet via a gaming console, a Blu-ray player, a smart TV or through a stand-alone player such as a Chromecast adapter, Roku, Apple TV, or Amazon Fire TV device, Leichtman Research Group found in a new survey.

That’s up from 44% in 2013, and 24% in 2010, LRG said, adding that that 27% of all U.S. homes now have a TV connected via one device, and 29% are now connected through multiple devices, up from 17% in 2013.

In terms of usage, LRG found that 29% of adults watch Internet-delivered video via a connected TV at least weekly, compared to 17% in 2013, and 5% in 2010.  Among Netflix streaming video users, 85% said that they watch Netflix on a TV set – a slightly higher level than in any previous year, LRG said.

LRG’s survey, of 1,215 households nationwide that’s part of a new study, Emerging Video Services IX, also found that:

-52% of households get a subscription VOD 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.

-10% of adults are very interested in HBO Now (HBO’s recently launched stand-alone OTT service) 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 LRG, in a statement. “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.”