Nearly Half of Adults Watch Video on a Connected TV Each Day

(Image credit: VAB)

DURHAM, N.H.—New consumer research from Leichtman Research Group, Inc. (LRG) highlights the importance of connected TV devices in the TV landscape, with 46% of all American adults watching video each day on a connected TV device and 87% of U.S. TV households have at least one Internet-connected TV device. 

This compares to 80% with at least one connected TV device in 2020, 69% in 2017, and 38% in 2012. 

Internet-connected TV devices include connected smart TVs, stand-alone streaming devices (like Roku, Amazon Fire TV sticks or boxes, Chromecast, or Apple TV), connected video game systems, and/or connected Blu-ray players, according to the LRG study. 

Overall, nearly half (46%) of adults in U.S. TV households watch video on a TV via a connected device daily – compared to 40% in 2020, 25% in 2017, and 4% in 2012.  

Younger individuals are most likely to use connected TV devices.  In the 18-34 demo, 62% watch video on a TV via a connected device daily – compared to 54% of ages 35-54 and 24% of ages 55+.

“The data in this study indicate that there are now nearly 500 million connected TV devices in U.S. TV households,” explained Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. “This is an increase from about 300 million connected TV devices in 2017. Along with this increase in the number of devices, the percent of adults in the U.S. using these connected devices to watch video on a TV each day has significantly increased—growing from twenty-five to forty-six percent—in the past five years."

These findings are based on a survey of 1,902 TV households in the U.S., and are part of a new LRG study, "Connected TVs 2022."  This is LRG’s nineteenth annual study on TVs in the U.S.

Other notable findings include:

  • 71% of TV households have at least one connected Smart TV – up from 58% in 2020, 41% in 2017, and 11% in 2012. 
  • 50% of all TV sets in U.S. households are connected Smart TVs – an increase from 39% in 2020, 24% in 2017, and 7% in 2014.
  • 59% of TV households have at least one stand-alone streaming device – up from 56% in 2020, 40% in 2017, and 4% in 2012.
  • Across all households (including those with no connected TV devices) there is a mean of 3.9 devices per TV household – compared to 3.2 in 2020, and 2.4 in 2017
  • Across all households, the mean number of stand-alone streaming devices is 1.5 – compared to 1.3 connected Smart TVs.
  • On a daily basis, 28% of adults watch video on a TV via a stand-alone device, 27% via an Internet-enabled Smart TV app, 12% via a connected game system, and 3% via a connected Blu-ray player.
George Winslow

George Winslow is the senior content producer for TV Tech. He has written about the television, media and technology industries for nearly 30 years for such publications as Broadcasting & Cable, Multichannel News and TV Tech. Over the years, he has edited a number of magazines, including Multichannel News International and World Screen, and moderated panels at such major industry events as NAB and MIP TV. He has published two books and dozens of encyclopedia articles on such subjects as the media, New York City history and economics.