The quarantine portion of the pandemic had a profound impact on the consumption habits of consumers, TV/video being among the most affected.
No surprise there. But what's striking is how quickly the phenomena matured the U.S. market in terms of video streaming.
According to the latest report from Leichtman Research Group (LRG), 87% of U.S. households now have a connected-TV device of some kind — for example, a Roku, an Amazon Fire TV player, a smart TV or even a connected Blu-ray player.
Also: Streaming Penetration Rises to 80% as Smaller Services Grow: Analyst
That penetration rate stood at just 80% two years ago and 69% as recently as 2017. It was just 38% in 2012.
Notably, LRG also found that smart-TV penetration has reached 71% of U.S. homes, up from 58% in 2020.
Across all U.S. households, the research company added, there is a mean of 3.9 devices per TV household, compared to 3.2 in 2020, and 2.4 in 2017.
Overall, 46% of adults in U.S. TV households watch video on a TV via a connected device daily, compared to 40% in 2020, 25% in 2017, and 4% in 2012.
The upshot of all of this: As more and more U.S. homes adopt the streaming habit, there are simply fewer new adopters available for companies like Netflix and Roku to assimilate, at least domestically.
LRG polled 1,902 U.S. consumers for its Connected TVs 2022 survey. ■
