Hub Entertainment Research’s fourth annual “Connected Home” study shows compound growth for smart TVs: more homes own them, and more owners are using their built-in capabilities to stream shows. Other smart tech – smart speakers or smart home devices – are in a substantial number of American homes, but still lag behind adoption of smart TVs. “Growth in smart TV viewing over the past few years has been supercharged not just by more smart TVs, but greatly increased use of smart TV apps for streaming,” Senior consultant to Hub and co-author of the study, David Tice, said.
The findings deriving from the researcher's “Connected Home 2022” report, based on a survey conducted among 5,204 US consumers, smart-TV ownership is at an all-time high with three quarters (76%) of TV households admitting to owning a smart TV, representing a 70% increase form a year ago. The majority of all TV sets, at 57% are now smart sets, a proportion a quarter higher than in 2020 by 45%.
In 2022, more than four in five, or 86% of smart TV homes regularly stream shows through a smart TV’s built-in capability. That’s a significant increase over 2020 (75%). But it still shows that a notable share, 14%, or 1 in 7, of smart TV homes aren’t yet using those sets to stream TV or movies.
Approximately half of all households now own other smart devices, at 52% of all homes own a smart speaker branded by Amazon Echo, Google Nest, etc., while 48% own at least one smart home device like a smart thermostat, smart doorbell, smart lightbulb, etc..
The necessity of cable boxes or external streaming devices are decreasing, while built-in smart capabilities continue to be developed overtime.“It has been a long road to get a large majority of smart TV owners to use those sets for streaming," Tice said. "This is a theme for smart tech overall: it’s not just getting devices into homes, but how can stakeholders get consumers to use the full capabilities of smart devices?”
Growth in smart TV viewing over the past few years has been supercharged not just by more smart TVs, but greatly increased use of smart TV apps for streaming.” David Tice Senior consultant to Hub, Co-Author of "Connected Home 2022”