Three-fifths of US online homes have at least one connected TV device | Media Analysis | Business
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Streaming media players have become the most commonly installed Internet-connected TV device in the US and are rapidly gaining traction, says the latest NPD Connected Intelligence report.

Roku 6 Oct 2016The Connected Home Entertainment report found that year-on-year, the number of the country’s homes with an installed connected TV device increased by six million, now totalling 60% of such households. Furthermore, it showed that as the number of connected TV homes continues to grow, the devices used to make those connections have shifted. NPD says that in January 2017, streaming media players were the most commonly installed Iinternet-connected TV device with just over a third of Internet homes now having a streaming media player. This was up from 29% last year.

The survey also revealed that such streaming media players also generated the highest incidence of usage for most of the top video apps including Netflix, Amazon Prime and Hulu. Even though all the top subscription video services saw increased incidence of usage on connected TVs and attached devices, NPD calculated that Prime Video experienced increased usage among all demographics and on all connected TV platforms from January 2016 to January 2017. In the same timeframe, Hulu’s incidence of use on a connected TV device saw the highest percentage of growth when compared to other services.

“The average connected home has three devices installed and able to deliver apps to their TVs, but the mix of those devices continues to change,” commented John Buffone, executive director, industry analyst, NPD Connected Intelligence. “Shifts are also occurring in the industry as TV manufacturers migrate to operating systems from Roku, Amazon and Google. This benefits content owners, as they can reach a larger audience through distribution on fewer platforms, and viewers, as they’ll be able to find more of the programming they want in a single location. As consumers decide which devices to use and apps to leverage for content, original and exclusive programming are likely to be key drivers. Industry leaders, like Amazon, Netflix and others will continue to put increased investments into these programmes in order to drive demand and viewer engagement.”