Hub’s annual “Connected Home” study confirms the ever-expanding influence of connected TVs in home entertainment. Viewers, however, face distinct entertainment experiences depending on which brand of connected TV set they use.
"As ownership of Smart TVs becomes universal, there's still room to grow in improving the viewing experience," says Jason Platt Zolov, Senior Consultant at Hub. "Without a single TV operating system dominating the market, each has the opportunity to better integrate paid and free streaming services and AI viewing enhancements to help gain the attention of consumers."
Across all connected TV devices (including streaming media players), the battle under the hood between operating systems is split among four major players: Roku (59% ownership), Samsung (49%), Amazon (Fire TV) (35%) and LG (35%).
Improved universal search features are still needed more than ever to help consumers find relevant content across so many services. About three-quarters are hunting and pecking within a specific service or using another search method (like Google) to find shows to watch. In comparison, about half (56%) report using a universal search feature.
Consumers remain receptive to new enhanced TV features, including new AI tools that will change the way they interact with media. Younger users under 35 are more tech-forward and receptive to these features.
Findings come from Hub’s 2025 “Connected Home” report, based on a survey of 5,001 US consumers age 16-74. Interviews were completed in February 2025. A free excerpt of the findings is available on Hub’s website. This report is part of the “Entertainment & Tech Tracker” syndicated report series.
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