The current U.S. connected TV adoption estimate is up from 30 percent last year, and 24 percent two years ago. As a result, watching over-the-top video content has become a mainstream consumer activity, with many more people engaging with online video entertainment applications.
Video game consoles are the primary over-the-top video viewing devices, with 28 percent of all households having them connected to the Internet. Just 4 percent of all households are connected directly via an Internet-enabled TV set, and Apple TV or Roku set-top boxes are the chosen devices in 1 percent of all households.
Overall, 13 percent of all adults watch video from the Internet via a connected device at least weekly, compared to 10 percent last year, and 5 percent two years ago.
Use of connected TV devices is often for accessing the Netflix instant viewing service, with 35 percent of Netflix subscribers watching video from the Internet via a connected device weekly, compared to 5 percent weekly use among all non-Netflix subscribers.
These findings are based on a survey of 1,251 U.S. households nationwide.
Other related findings from the market study include:
- Overall, 16% of all adults use Netflix's Watch Instantly feature weekly – compared to 12% last year, and 4% two years ago.
- 79% of Netflix Watch Instantly customers use it to watch movies and television shows on a TV set, and 59% of this group access Netflix via a video game system.
- 50% of Netflix subscribers are satisfied with the service, and 11% are likely to stop subscribing to Netflix in the next six months.
- 7% of Netflix subscribers are likely to switch from their multi-channel pay-TV provider in the next six months – compared to 12% of non-Netflix subscribers.
- 13% of Netflix subscribers would consider reducing spending on their multi-channel pay-TV service because of Netflix – compared to 21% last year.
- 16% of all adults watch full length TV shows online at least weekly – compared to 12% last year, and 10% three years ago.
- Among all mobile phone owners, 19% watch video on their phones weekly – compared to 15% last year, and 6% three years ago.
- 9% of all adults watch video on an media tablet weekly – compared to 2% last year.