Strategy Analytics: Viewers in 42 Million Homes Watch Connected TVs

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BOSTON, MA - Viewers in more than 42 million homes across the U.S. and Europe use the Internet to watch television shows and movies on the TV screen, according to a survey of 4,800 consumers by Strategy Analytics’ Connected Home Devices (CHD) service.

Connected TV usage is twice as popular in the U.S., where 20 per cent of respondents watched Internet content on their TV screens in the past month, as in Europe, where only 10 per cent of respondents did. This difference may reflect the relative strength of digital services such as Netflix and Hulu in the U.S. market.

In the U.S., the most popular way to connect a TV to the Internet is through a games console, but Europeans prefer connecting a PC to the TV using an HDMI cable. Streaming over a home network and Internet-connected Blu-ray Disc players are also popular in both markets.

Apart from the TV screen, the PC is still the most important device for watching video content. Personal devices such as tablets and smartphones are less popular, although Strategy Analytics says tablets are likely to become more important as the market continues to grow rapidly.

“These findings have important implications for content providers, device manufacturers and network operators,” says David Mercer, principal analyst and the report’s author. “They demonstrate that television viewers are prepared to go to significant lengths to watch their preferred television shows or movies on the big screen. In spite of the technical challenges, many people want to be freed from the constraints of traditional, managed television services if their choice of content is not available when they want, where they want, and at a price they are willing to pay.”

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