Thursday, September 27, 2018

Penetration of smart speakers with voice assistants will reach 47% of U.S. broadband households by 2022

New Parks Associates industry report analyzes voice tech landscape for consumer entertainment services

A new industry report from Parks Associates estimates penetration of smart speakers with voice assistants will reach 47% of U.S. broadband households by 2022. The Impact of Voice Technologies on Consumer Entertainment reports 55% of U.S. broadband households find voice control of connected entertainment devices to be appealing, which is driving adoption and usage of voice control devices and apps.

Entertainment Functions: Most Desired Functions for Voice Control | Parks Associates

“Voice control factors into the consumer purchase decision—43% of U.S. broadband households consider voice control an important feature when selecting their next streaming media player or smart TV,” said Craig Leslie, Senior Research Analyst, Parks Associates. “Voice is becoming a common feature in connected entertainment devices. Best Buy is planning multiple new Insignia Fire TV Editions with a voice remote, and Roku is integrating Google Assistant voice commands in its streaming boxes, sticks, and Roku TVs. Even set-top box makers are ramping up their voice control offerings in response to pay-TV provider demand.”

U.S. broadband households that use a voice-enabled assistant app or device are interested most in simple functions via voice—50% are interested in turning the TV on and off while 37% are interested in controlling the volume.

The Impact of Voice Technologies on Consumer Entertainment presents an overview of the voice technology landscape for consumer entertainment services, with a focus on crossovers, enabling technologies, and new opportunities. The report includes five-year forecasts for smart speakers, voice-controlled smart TVs, and voice-controlled TV remotes in the U.S. market.

“Success will ultimately depend on voice being an effortless user experience that is superior to pushing a button. If consumers have to think about it, they will quickly revert back to their original use patterns,” said Brett Sappington, Senior Research Director, Parks Associates. “Service providers are increasingly deploying voice control solutions to keep pace with consumer trends and retain ownership of the viewer experience. If deployed correctly, voice has the potential to increase engagement and impact subscriber churn.”

Additional research from the report includes:

  • 45% of households rated a unified interface as being important when making their next streaming media player or smart TV purchasing decision.
  • Current use of voice control for video is in its infancy—only 3% of U.S. broadband households report using voice commands when watching a movie or TV program.

For more information about The Impact of Voice Technologies on Consumer Entertainment, contact To schedule an interview with an analyst or to request specific research data, please contact Julia Homier at, 972-996-0202.

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.

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