2026 EVOLUTION OF THE TV SET

Connected TVs remain the most important and largest screen in the home, increasingly positioned to be “the brain” for not just watching TV and movies, but controlling other internet-connected devices in the home.   Bigger and sharper TVs are now the norm for many consumers, thus shifting attention to what these TV sets can deliver “under the hood”: the best in premium and free streaming apps, music and podcast options, and additional features that improve daily home activities, comfort, decor and security. As AI (artificial intelligence) enhancements are being incorporated into phones and PCs, TV sets are next line to adopt and deliver improvements to the home environment that will delight consumers in new ways.  The TV operating systems that power these sets, and the TV interfaces that deliver app-based control of all aspects of the home, continue to increase in importance.

Since 2019, The Evolution of the TV set has tracked TV set usage and preferences, and how viewers navigate the broad range of TV features and functions related to finding and consuming content. This study will continue to inform stakeholders across the “TV value chain” (device manufacturers, content producers, content distributors, and advertising sellers and buyers) on how to improve the consumer TV experience and optimize features that add the most value.