Study into US Viewing Habits

Leichtman Research Group is reporting that according to its research, 65 percent of US TV households have at least one TV set connected to the Internet via a gaming system, a smart TV, a Bluray player and a stand-alone apparatus like Roku, Apple TV, Chromecast, or Amazon Fire TV.

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That’s up from 24 percent in 2010, and 44 percent in 2013, the research company says.


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Among those in the study with any joined TV devices, 74 percent have more than one apparatus, with a mean of 3.3 per associated TV family. People that have a connected TV generally find them to be simple to use, according to Leichtman, with 70 percent of respondents with linked TV agreeing (8-10 on a 1-10 scale) that streaming services like Netflix are simple to access via joined TV devices, while 12 percent disagree (1-3).

The study also found that 77 percent of TV sets in pay TV households have a service provider’s set-top, with a mean of 2.2 boxes per pay TV family. Pay TV subscribers have a tendency to express little enmity toward set-top boxes, the research firm states. Findings include:

• 42 percent with a pay TV HD set-top box concur (8-10) that set-top boxes from TV businesses supply characteristics that add value to the TV service, while 16 percent differ (1-3)

• 68 percent with three or more set-tops are very satisfied (8-10) with their pay TV provider — compared to 54% with a couple of boxes

Overall, there are more connected TV devices in US homes than there are pay TV set-top boxes, according to the research company.

“Connected TV apparatus are now in almost two thirds of TV homes in the U.S., and there are truly more connected TV devices in U.S. households than there are pay TV set-top boxes,” Bruce Leichtman, the company’s president and principal analyst, says. “New kinds of competition from Internet-delivered video via linked TVs, together with technological inventions in the pay TV business, are allowing consumers to choose more options for getting and viewing TV than they’ve ever had before.”

Kevin Hallwell

Author of Streaming UK TV