Smart TVs Rise as Primary Streaming Video Device, Says Parks
Smart TVs are the only measured device experiencing a year-over-year increase as the primary streaming video tool in the home, reported Parks Associates Wednesday. Half of U.S. broadband households own at least one smart TV, and nearly a third cite…
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a smart TV as their primary streaming video device, nearly double the rate of streaming media players and computers, said analyst Steve Nason. “The smart TV continues to improve its perceived value across a variety of key features and technologies,” said Nason, due to improvements in navigation and discoverability. An improved user experience comes at an important market inflection point, said Nason: “Consumers are watching more video at home while also cutting the cord on pay TV, leaving them to search for content on their own, across multiple services.” Broadcasters that incorporate smart TVs and connected devices into their app strategies are having an uptick in overall consumption and user engagement, said Jonathan Laor, CEO of app development platform company Applicaster. Consumers are using their mobile devices more to subscribe to new services, said Laor, while increasing their consumption on TVs. Q1 2019-Q1 2020, more than 6 million households cut the cord on a traditional pay-TV service, primarily switching to over-the-top services or broadcast TV via antenna for video content, said Parks. Changes to viewing habits that occurred during shelter-at-home periods during the coronavirus pandemic are expected to continue. Broadband households are consuming on average more than 20 hours of video content weekly on the TV, up 40% from 2017.