Whether you like it or not, broadcast media C-Suiters, the “smart TV” is capturing more homes than ever.
Just how many homes are acquiring these internet-connected devices, allowing viewers to seamlessly view Netflix, Amazon Prime and other OTT services just as easy as a cable or over-the-air channel?
That’s a question answered by eMarketer, which surmises that the increased use of “over-the-top” services that include Hulu and “a lower barrier of entry” has led to “a rapid uptake in smart TV ownership.”
In fact, eMarketer predicts that in 2018 some 46 million U.S. households will have used a smart TV at least monthly.
That marks a 16% increase from 2017, eMarketer notes.
Based on research conducted in July 2018 and released in November, some 37.2% of households in 2018 have a smart television.
Price points are driving this growth, eMarketer notes, with discounting by Amazon and Roku driving consumer use.
“Lower prices yield a lower barrier for adoption,” said eMarketer junior forecasting analyst Eric Haggstrom. “The best selling TV during Amazon Prime Day was a heavily discounted Toshiba smart TV with Amazon Fire OS.”
Improved user interfaces in newer models have closed this gap.
“These improved operating systems also offer access to more apps and streaming services than older smart TVs,” Haggstrom said. “Today’s smart TVs offer access to all of the major streaming services.”
According to a survey from GlobalWebIndex measuring the first six months of 2018, roughly 30% of respondents said they used a smart TV to access the internet in the past month.
Increased adoption of SVOD [subscription video-on-demand] services have given people more of a reason to use a smart TV.
“SVOD and smart TV usage go hand in hand,” Haggstrom said.