The evolution of the TV set has reached a new level, with almost four in five homes now having a smart TV, and with smart TVs accounting for nearly three in five TV sets overall. More and more, the biggest screen in the home streams content independently, without the need for other connected devices, making the TV operating system the gatekeeper, replacing (for example) the home page of a streaming media player. This has the potential to change such viewer behaviors as program discovery and selection, as well as behind-the-scenes business aspects such as data collection and ownership, and ad sales.
The fourth year of this report will continue to cover current and emerging capabilities of TV sets and TV set peripherals, how they influence viewer behavior, and consumer perceptions of what “TV” even means. With data for many questions going back four years, we’ll be able to look at long-term trends to provide additional insight into many of these topics. The report will provide guidance to all stakeholders in the “TV value chain” (device manufacturers, content producers, and content distributors) to help improve TV-related business outcomes.
Source: Interviews with 2,526 U.S. consumers age 16-74