Wednesday, June 24, 2020

54% of US broadband households now own a smart TV

New whitepaper examines impact of COVID-19 on video consumption, and future of smart TV experience

Parks Associates today released a new whitepaper, Optimizingthe Smart TV Experience, which finds more than 50% of US broadband households own at least one smart TV, making the smart TV the primary platform for video services at a time when content consumption is increasing dramatically.  The whitepaper, developed in cooperation with Applicaster, highlights the evolution of video and the TV in the home and the role of technology in pushing the smart TV further to the forefront of the in-home video viewing experience.

“The smart TV continues to improve its perceived value across a variety of key features and technologies,” said Steve Nason, Research Director, Parks Associates. “Smart TVs are steadily improving their scores in ease of navigation and ability to find content or discover new apps, supplanting other video devices in the house to become the main source for video content. Enhancements such as an improved UX come at an important market inflection point, where consumers are watching more video at home while also cutting the cord on pay TV, leaving them to search for content on their own, across multiple services.”

“We've seen broadcasters incorporate smart TVs and connected devices more and more into their app strategy, and those that have are seeing a huge uptick in overall consumption and user engagement,” said Jonathan Laor, Co-founder and CEO, Applicaster. “Over the past few months we’ve also seen end users going to their mobile devices for subscribing to new services, and a dramatic increase in their consumption on TVs, making TVs the new champions of viewer retention.”

Parks Associates finds that from Q1 2019 to Q1 2020, more than six million US broadband households cut the cord on their traditional pay-TV service, primarily transitioning to OTT services or broadcast TV via antennas for video content. The COVID-19 crisis has further changed how households are consuming video from both a device and service perspective, and its impacts will continue even as states lift shelter-in-place orders. US broadband households are consuming on average more than 20 hours of video content weekly on the TV, an increase of nearly 40% from 2017.

“When looking specifically at online video content, the smart TV is the only measured device seeing a year-over-year increase as the primary streaming video device,” Nason said. “Nearly one-third of US broadband households cite a smart TV as their primary streaming video device, nearly double the rate of streaming media players and computers.”

Optimizingthe Smart TV Experience highlights the impact of COVID-19 and disruption on video consumption and the future state of the smart TV experience. It also addresses the importance of integrating a video offering within the smart TV app ecosystem to help drive content discovery and create an optimal user experience that better attracts, engages, and retains video customers.

To download this whitepaper, visit http://www.parksassociates.com/whitepapers/smarttv-exp. To schedule an interview with an analyst or to request specific research data, please contact Rosey Ulpino at rosey.ulpino@parksassociates.comor 972-490-1113.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

The company's expertise includes the Internet of Things (IoT), digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.

Each year, Parks Associates hosts industry webinars, the CONNECTIONS™ Conference Series, Smart Energy Summit: Engaging the Consumer, Connected Health Summit: Engaging Consumers, and Future of Video: OTT, Pay TV, and Digital Media.

http://www.parksassociates.com

Next: Adoption of stand-alone broadband service jumps to 42% of US broadband households in 1Q 2020, up from 34% in 2017
Previous: 76% of US broadband households had OTT subscription in Q1 2020

Comments

    Be the first to leave a comment.

Post a Comment

Have a comment? Login or create an account to start a discussion.

© 1998-2020 Parks Associates. All Rights Reserved.