GITNUX MARKETDATA REPORT 2024

Connected Tv Statistics: Market Report & Data

Highlights: The Most Important Connected Tv Statistics

  • As of 2021, 108 million households in the U.S. have at least one connected TV.
  • In 2021, connected TV (CTV) advertisement spending reached nearly 14 billion US dollars.
  • The global connected TV devices market size was valued at USD 20.59 billion in 2019.
  • In 2020, there were over 200 million connected TV users in the United States making up 60.1% of all population.
  • Though 64% of connected TV users have streamed ad-supported content, 56% stream subscription services.
  • About 83% of U.S connected TV users aged between 18 to 34 use subscription video on demand services.
  • Approximately 59.5% of total US population will be connected TV users in 2022.
  • Samsung Smart TVs accounted for 33% of the connected TV market share in 2020.
  • Connected TV ad impressions increased by 72% year-over-year, according to a Q3 2021 report.
  • 80% of households in the U.S had a connected TV in 2020.
  • In 2020, 39% of connected TV users streamed content daily.
  • Fire TV and Roku together accounted for 70% of the U.S connected TV user base in 2020.
  • Connected TV device sales will reach 849 million units annually by 2023.
  • In 2021, digital video viewers made up 60% of the connected TV audience in Canada.
  • Over 50% of connected TV users prefer watching ad-supported content.
  • The average connected TV viewer watched 102 hours of content per month in 2021.
  • By 2023, connected TV ad spending will reach $18.29 billion, representing 4.1% of total media ad spend in the US.
  • Around 62.3% of the Asia-Pacific population used smart TVs and connected TV devices in 2020.
  • 25% of all US households primarily used streaming sticks and boxes, 33% used smart TVs and 12% used gaming consoles for connected TV in 2020.

Table of Contents

As we delve deeper into a digital era, connected TV, also known as Over-the-Top media (OTT), has become a significant player in how consumers view content. Connected TV implies the use of Internet-based streaming above traditional broadcasting systems, transforming the television into a smarter viewing platform. This blog post illuminates the latest statistics surrounding the worldwide usage of connected TV, exploring trends such as user behavior, preferences, and growth forecasts. Understand how these statistics are impacting the media landscape, influencing advertisers, content creators, and viewers alike. Dive in to grasp a better understanding of this rapidly evolving digital trend.

The Latest Connected Tv Statistics Unveiled

As of 2021, 108 million households in the U.S. have at least one connected TV.

Cementing its throne in the technological realm, the tidal wave of connected TV has swept across the U.S. with unprecedented grip. No longer a savvy luxury but a normative staple, the beast of data reveals a captivating narrative; As of 2021, 108 million households are thriving on the boons of at least one connected TV. In a blog post revolving around Connected TV Statistics, this shockingly high magnitude breathes life into the unremitting influence and adoption rate of this digital beast, underscoring a seismic transition in the viewer’s behavior, lifestyle norms, and technological preferences. The statistic unswervingly signals marketers, advertisers, and content makers about the booming potential of this platform, pushing them to rethink, revamp, and re-justify their strategies, nudging them closer to where the audience resides.

In 2021, connected TV (CTV) advertisement spending reached nearly 14 billion US dollars.

The eye-popping figure of nearly 14 billion US dollars spent on Connected TV (CTV) advertisements in 2021 paints a significant portrait of the shifting dynamics in the television industry. As the CTV world burgeons and everything from news to entertainment is increasingly streamed, this statistic underscores the immense value advertisers see in this platform. This massive investment into CTV advertisements showcases the profound influence CTV now wields, signifying the critical role it continues to play in shaping our media consumption habits. These insights are pivotal for understanding the future trajectory of television, digital marketing strategies, and ultimately, consumer behavior in the blog post about Connected TV Statistics.

The global connected TV devices market size was valued at USD 20.59 billion in 2019.

Depicting the robustness and rapid growth the connected TV industry is experiencing, the impressive valuation of the global connected TV devices market at USD 20.59 billion in 2019 underscores the significant, worldwide shift towards digitization and smart technology that’s currently in progress. As an influential contributor to this surging digitally oriented world, the connected TV domain extends beyond merely providing entertainment, to proffering tools that facilitate interactive experiences, personalized content and convenience-driven solutions. In a blog post dissecting connected TV statistics, this particular valuation is not just a number but a symbol of a transformative market trend, its potential for future expansion, and an indicator of the growing consumer preference for streaming over traditional TV viewing.

In 2020, there were over 200 million connected TV users in the United States making up 60.1% of all population.

In the realm of connected TV statistics, the fact that 2020 darboasted over 200 million connected TV users in the United States, representing 60.1% of the total population, illuminates the expanding influence of this technology in American households. As a powerful indicator of the shifting dynamics in media consumption, this statistic underscores the growing preference for and dependence on connected TV. The leap is not trivial—it indicates a transition in viewing habits, chalks up an opportunity for advertisers to reach a broader demographic, and signals an expanding market for connected TV service providers. The 60.1% penetration rate marks a critical tipping point, revealing an irreversible momentum towards the adoption of connected TV in the mainstream.

Though 64% of connected TV users have streamed ad-supported content, 56% stream subscription services.

In the universe of connected TV, discerning consumer behavior is like finding the key to Pandora’s box. The shared statistic that 64% of connected TV users stream ad-supported content, juxtaposed with the 56% who use subscription services, contributes to shaping the bigger picture. It suggests a greater acceptance of advertisement-based content over subscription models, adding a unique dimension to understanding viewing preferences. Such insights are invaluable to marketers, advertisers, as well as content providers, instilling an informed approach to targeting and refining their consumer outreach – thus, making this statistic a crucial piece in the jigsaw puzzle of Connected TV Statistics.

About 83% of U.S connected TV users aged between 18 to 34 use subscription video on demand services.

Peeling back the layers of the digit-sphere reveals insightful patterns, among which stands prominently the statistic that roughly 83% of connected TV users in the U.S., aged 18 to 34, adopt subscription video on demand (SVOD) services. This pulsating trend, stamped within blog post discussions on Connected TV Statistics, signals an evolution in viewing habits and consumption preferences of the tech-savvy, young demographic. Their tilt towards SVOD services embodies their voracious appetite for diverse, convenient, and personalized content. Consequentially, the shifting paradigm nudges marketers, advertisers, and entertainment providers to redesign strategies meticulously tailored to this notable audience, for optimum penetration and engagement. This insight is no less than an economic lodestar, directing us towards an era where traditional cable service and asymmetric service models may see their sun setting.

Approximately 59.5% of total US population will be connected TV users in 2022.

Unveiling the future of television viewing, the statistic showing a projected 59.5% of the total US population as connected TV users in 2022 offers a thrilling glimpse into an evolutionary shift in the media landscape. In the vast streaming universe of a blog post about Connected TV Statistics, this number is significant. It succinctly illuminates the changing habits of viewers, underscores the diminishing dominance of traditional cable, and validates the increasing significance of streaming services. More importantly, it also points to an untapped potential market for advertisers and content creators, serving as an imperative signpost for strategic decision making in the industry. This statistic lies at the crux of understanding present trends and impending shifts in television viewership.

Samsung Smart TVs accounted for 33% of the connected TV market share in 2020.

Unveiling a significant trend in the arena of Connected TV, the fact that Samsung Smart TVs held a substantial 33% of the market share in 2020 underscores their strong prevailing foothold. In the rapidly evolving landscape of Connected TV, where various brands scramble to secure their dominance, Samsung’s notable lead serves as a tangible testament to its resonating presence among consumers globally. This quotient of influence not only elucidates the consumers’ brand preference but also reflects on the competitive dynamics of this industry. Consequently, it is fundamental for stakeholders, marketers, and potential consumers to comprehend this statistic within the greater narrative of the Connected TV panorama.

Connected TV ad impressions increased by 72% year-over-year, according to a Q3 2021 report.

The remarkable 72% year-over-year increase in Connected TV ad impressions, as indicated by a Q3 2021 report, adds a dynamic dimension to a discussion about Connected TV statistics. This exponential surge not only highlights the burgeoning popularity of Connected TV platforms, but also underscores their burgeoning role in the advertising ecosystem. The trend has substantial implications for brands, marketers, and advertisers, illustrating how the pivot to digital platforms is reshaping the way content is consumed and shared. Furthermore, this statistic illuminates an emergent opportunity for marketers to reach audiences more effectively and efficiently, thus transforming the advertising landscape.

80% of households in the U.S had a connected TV in 2020.

The remarkable insight that 80% of households in the U.S had a connected TV in 2020 offers a persuasive indication of the rapid and far-reaching penetration of this technology, thus reshaping the landscape of both traditional television watching and advertising. In the milieu of connected TV statistics, this nugget of data underscores the scale at which audiences are shifting towards a more interactive and personal television experience, highlighting a consequential opportunity for marketers to target a large and growing viewer base with personalized ads – a previously unreachable feat in traditional TV advertising.

In 2020, 39% of connected TV users streamed content daily.

Unveiling a remarkable transition in behavior, we find that 2020 witnessed 39% of connected TV users consuming streamable content on a daily basis. This trend, in the world of Connected TV statistics, bears significant implications for content creators, marketers, and advertisers alike. It underscores the influential role connected TVs assume in everyday entertainment, while spotlighting a proliferation of opportunities for businesses to reach an audience that is growingly deeply invested in the realm of streamed content.

Fire TV and Roku together accounted for 70% of the U.S connected TV user base in 2020.

The significance of Fire TV and Roku claiming a hefty 70% share of the U.S connected TV user base in 2020 underlines the dominant position these platforms hold in the rapidly evolving market of connected TV. In the context of a blog post discussing connected TV statistics, this statistic serves as a potent reminder of the shifting consumer preferences towards these platforms for streaming content. Although this leaves a mere 30% for other competitors, it illuminates the focus that should be given to the leading platforms when addressing connected TV trends, advertising strategies, and audience behavior analysis. It essentially paints a vibrant picture of the current connected TV landscape and sets the stage for extrapolations into future trends. This isn’t simply a number but a reflection of the power play that’s unfolding in the connected TV market.

Connected TV device sales will reach 849 million units annually by 2023.

Navigating through the vibrant sphere of Connected TV Statistics, the forecast of ‘Connected TV device sales set to touch 849 million units annually by 2023’ is indeed a headline grabber. It stands as a compelling testimony to the rapidly increasing global acceptance of Connected TVs, underlining the potential for market expansion and technological advancements in this sector. The projection also provides valuable insights for various stakeholders – manufacturers, advertisers and content distributors, pointing to a clear trend of audience shift towards customizable and interactive television. In essence, this figure is the beacon illuminating the path of future strategic opportunities, investment planning and appropriate resource allocation in the Connected TV realm.

In 2021, digital video viewers made up 60% of the connected TV audience in Canada.

A penetrating look into the 2021 figures reveals an invigorating shift in the Connected TV landscape – digital video viewers comprised a significant 60% of the Connected TV audience in Canada. This data arms us with insights into changing viewer behavior and consumption patterns. With digital viewers forming a dominant chunk of such audience basis, marketers, content creators, and advertisers can opportunistically target this exploding segment. Strategizing in accordance with this statistic could pave the way for optimized advertising campaigns, leading to enhanced audience engagement and potentially higher returns on marketing investments.

Over 50% of connected TV users prefer watching ad-supported content.

Delving into users’ viewing preferences, one startling revelation is that a staggering majority, ‘over 50% of connected TV users prefer watching ad-supported content.’ This intriguing detail holds immense value in charting the course for future marketing strategies. It implies a significant shift from traditional ad-free viewing habits to one that tolerates, and in some instances, appreciates commercial interruptions. Advertisers and content creators alike can seize this opportunity, reformulating their tactics to zero in more on connected TV platforms. This statistic, thus, underscores a pivotal trend in the evolution of TV consumption habits, driving a rethinking and diversification of marketing investments and ad-targeting strategies in the connected TV landscape.

The average connected TV viewer watched 102 hours of content per month in 2021.

Envision a world laden with bountiful streaming platforms and advanced viewing options; here, the fact that the average connected TV viewer clocked in an impressive 102 hours per month in 2021 frames a fascinating narrative. This intriguing data point provides insight into the accelerating consumer inclination towards connected TV, revolutionizing the landscape of home entertainment. Simultaneously, it also underscores the heightened potential for advertisers to tap into an extended viewer audience. Thus, meticulously weaving this statistic into a blog post on Connected TV Statistics not only accentuates the blog’s relevance but also embeds a rich canvas suggestive of evolving user trends brought forth by advanced, connective technologies.

By 2023, connected TV ad spending will reach $18.29 billion, representing 4.1% of total media ad spend in the US.

Peering into the promising future of Connected TV advertising, projections indicate an astonishing increase with a forecasted $18.29 billion expenditure by 2023. Beyond the impressive figures, this projection signifies a crucial shift equating to 4.1% of the total media ad spend in the US, a clear sign of digital’s incremental domination over traditional media platforms. This surge underscores the expanded reach and potential of Connected TV as a pivotal advertising medium in contemporary digital strategy, vividly painting a picture of immense potential for marketers and advertisers on the platform, all within the evolving landscape of media consumption.

Around 62.3% of the Asia-Pacific population used smart TVs and connected TV devices in 2020.

Highlighting the statistic that around 62.3% of the Asia-Pacific population utilized smart TVs and connected TV devices in 2020 offers a vital glimpse into current technology consumption trends. It exemplifies the considerable shift in viewership habits, moving away from traditional TV towards connected devices, and signifies the growing importance of this medium for advertisers, marketers, and content creators. Further, it underscores the speed of technological adaptation in Asia-Pacific, presenting an influential market that’s ripe for exploration and expansion. This data can be a lighthouse for those navigating the sea of connected TV landscapes, aiding in making informed decisions and strategies.

25% of all US households primarily used streaming sticks and boxes, 33% used smart TVs and 12% used gaming consoles for connected TV in 2020.

Delving a layer deeper into the world of Connected TV, these 2020 numbers paint a vivid picture of household preferences. They highlight how 25% of US households leaned towards streaming sticks and boxes as their primary mode of Connected TV, while a greater 33% preferred using smart TVs. Interestingly, gaming consoles came in third, with just 12%, suggesting a lesser yet significant user base. Such data serve as a road map for tech companies to understand user behavior, aiding them in strategizing product developments or marketing approaches, and helping stakeholders anticipate future trends in Connected TV consumption.

Conclusion

The rise in Connected TV usage significantly signals a revolution in the digital media landscape. The observable patterns and statistics present new and unparalleled opportunities for advertisers to reach larger audiences more effectively. This trend towards Connected TV underscores the shift from traditional television and points to a future where digital streaming, personalization, and interactivity are dominant. As viewership continues to grow, understanding and leveraging Connected TV’s statistics will be crucial for businesses and advertisers aiming to stay relevant and competitive.

References

0. – https://www.www.adweek.com

1. – https://www.www.broadcastingcable.com

2. – https://www.variety.com

3. – https://www.www.adexchanger.com

4. – https://www.www.leichtmanresearch.com

5. – https://www.www.abiresearch.com

6. – https://www.www.grandviewresearch.com

7. – https://www.www.thedrum.com

8. – https://www.www.marketingcharts.com

9. – https://www.www.statista.com

10. – https://www.www.emarketer.com

FAQs

What is a Connected TV?

A Connected TV, also known as a smart TV, is a television set that is connected to the internet. It allows users to stream music and videos, browse the web, and view photos. In other words, it combines traditional television with internet-based interactive features.

What percentage of U.S households own a Connected TV?

According to a 2020 survey by Leichtman Research Group, about 80% of U.S households have at least one connected TV, a rise from 24% in 2010.

What is the most commonly used device to connect a TV to the internet?

As per a report published by eMarketer in 2019, Roku is the most commonly used device, followed by Amazon's Fire TV, Google's Chromecast, and Apple TV.

How does Connected TV affect advertising?

Connected TV allows for more targeted advertising. Advertisers can deliver personalized ads based on user data, including viewing habits and demographic information. This trend is sometimes called addressable TV advertising.

What type of content is mostly streamed on Connected TVs?

Connected TVs are mainly used to watch on-demand content from streaming services. Netflix, Amazon Prime, Hulu, and YouTube are some of the most popular streaming platforms accessed via connected TVs.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

Table of Contents