It turns out, Smart TV owners are willing to spend more on streaming than other consumers. New data from independent research and strategy firm Magid in partnership with VIZIO reveals that smart TV owners spend $64 a month on SVOD subscriptions, more than those without smart TVs, who spend $46 monthly.
That makes sense given that Smart TV owners watch a greater amount of TV on average compared to non-Smart TV Owners. And while they pay more for ad-free SVOD services, they also watch more free content as well. The data shows 55% of owners watch AVOD weekly, compared to 39% of non-owners. They also watch more free, ad-supported content (53%) and video of social media (59%) compared to non-smart TV owners.
Taken together, the research suggests that the decision to watch ad-supported content versus paid content is not a binary decision. These
findings are part of an overarching trend indicating that smart TV viewers over-index on content consumption of all types, both paid and ad-supported. They buy more content, spend more on subscription services, and are more likely to watch most types of free streaming,” the report states.