From Aluma Insights, new research finds that adult SVOD viewers spend half of their streaming TV time watching apps on smart TVs, a statistic up from 31% in 2015. This is 2.5 times the contribution of streaming media players, which has declined from 27% in 2015 to 21% today.
In the early days of connected TV, consumers used a variety of bridge devices to connect high-speed internet services to home televisions, including digital media adapters, gaming consoles, and Blu-ray players, among other devices, as well. Over time, television companies incorporated the “smart” functionality into their mainstream televisions and as a result, smart TV sales went through the roof.
Today, 64% of broadband households have a smart TV in their living room, almost all of which are connected directly to the internet.
“This is an example of a well-worn migratory pattern,” said Michael Greeson, founder of Aluma Insights. “The newest, most feature-laden television goes to the living room and the set it replaces moves to the primary bedroom, then to the second bedroom, and so on. As this happens, the use of bridge devices to watch streaming video in all rooms of the home is further diminished.
Age plays a large role in how SVOD users partition their TV streaming:
- Smart TVs account for 53% of TV streaming among adults 45+, but only 39% among 18-24s.
- Game console’s contribution to TV streaming is greatest among 18-34s (15%), least so among 65+ (1%).
- Pay-TV set-top box’s part is greatest among SVOD users 65+ (15%), least so among 18-35s (3%).
- PC and mobile TV connections account for 17% of TV streaming among 18-24s, least so among 45+ (6%).
Even big streaming platforms are adapting to the change, with Roku TV producing their own line of smart TVs to appeal to consumers.
“Roku streaming hours were 87 billion hours of streaming last year. That was up 19% year over year. The world is moving to streaming. All TV is going to be streamed, that means all TV advertising is going to be streamed.” said Anthony Wood, CEO of Roku TV.
The research featured above is from a December 2022 survey of 1,947 US adult broadband users in charge of purchasing media services for their household, and who also watch SVOD services on their TV. Aluma balanced the sample to represent SVOD viewers and their households.