Parks Associates’ latest consumer research, “Battle of the Platforms: Assessing Connected TV Ecosystems,” surveyed 8,000 US internet households and found that 68% of internet households now own a smart TV and 46% own a streaming media player, an increase from 2020 when 54% and 42% owned these devices, respectively.
“TVs are still the central viewing device for US households,” said Sarah Lee, Research Analyst, Parks Associates. “Samsung Tizen leads as the most commonly used smart TV operating system (OS) by a substantial margin. While smart TVs remain the preferred streaming video platform for the TV, streaming media players continue to be a practical, convenient, and cost-effective solution for a consistent experience, and brands can use them as springboards to promote their own content channels and smart TV models.”
Parks Associates research showed that US households now consume 35.6 hours of video per week on average across all viewing devices – TV, computer, mobile phone, and tablet – with over half of those viewing hours (20.4 hours) on a TV set. US internet households in Q1 2024 report consuming an average of 8.1 hours of video on a smartphone per week and 3.1 hours of video on a tablet, excluding social video sources.
As the landscape of video consumption continues to evolve, connected TV platforms remain at the forefront of how US households access and enjoy content. The increasing adoption of smart TVs and streaming media players underscores a shift towards more integrated and user-friendly experiences. As Parks Associates' upcoming Future of Video event delves into the latest trends and challenges in the connected TV ecosystem, industry players will have the opportunity to explore how these platforms are reshaping consumer habits and what it means for the future of video consumption.
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