75% with Internet-connected smart TVs in US regularly watch online video
New market research from Parks Associates finds the percentages of US smart-TV owners who use this Internet-connected device to watch online video increased by over 30% in six months.
“The percentage of smart-TV owners connecting the device to the Internet has steadily increased, from approximately 40% in 2010 to 56% today,” said Pietro Macchiarella, research analyst, Parks Associates. “This device, when connected, offers a toehold to a variety of players, including broadcasters, over-the-top video providers and pay-TV providers.”
The new research, Smart TVs in a Pay-TV World, shows the number of Internet-connectable TVs shipped will jump from less than 1% in 2008 to over 45% in 2012. The report also shows:
- 75% of U.S. smart-TV owners who connect their set to the Internet watch on-demand online movies at least monthly, versus 57% in 2011
- 71% watch online TV shows at least monthly, versus 51% in 2011
- On a near-daily basis, 30% watch movies and 32% watch TV shows
The report analyses the implications of this increased penetration of smart TVs for manufacturers, content owners and pay-TV providers.
“Smart TVs have the potential to be both a threat and an opportunity for pay-TV providers,” said Brett Sappington, research director, Parks Associates.
“Smart TVs provide consumers another way to access over-the-top services like Netflix on the TV, providing a new distribution channel that all players can leverage to deliver content to consumers. However, by integrating the smart TV into their distribution model, pay-TV providers can leverage their strengths in content costs, customer relationships, bundling, and other areas to play a more substantial role in OTT.
“In addition, pay-TV providers can potentially use smart TVs to lower subscriber CPE costs, an important consideration in a highly competitive market.”