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Research into the complex state of the UK’s connected TV environment by Strategy Analytics has revealed that the Samsung platform holds a clear lead over rivals with 30% of households connecting at least one TV to the internet using Samsung’s Tizen smart TV platform.
UK CTV platforms STratAnalytics 24March2021
According to The Complexities of the Multi-Device Connected TV Household report, the number of UK households using connected TV (CTV) devices reached 19.2 million by the end of 2020, or 68% of all households, compared to 17.3 million in 2019. The average connected TV household owns 2.8 CTV devices. The analyst says TV streaming and smart TV platforms like Tizen and Fire OS are key enablers of the new wave of streaming television and video services, and are attracting attention from advertisers seeking to reach TV audiences who are moving away from traditional television services.

Samsung’s 30% market share gives the Korean CE giant dominant position compared with rival platforms operated by Amazon, Sony and LG – which had 19%, 18% and 13% respectively - thus leaving it a strong position to establish new revenue streams from video streaming and advertising services.

Google’s Android TV, Roku and Amazon’s Fire OS were the fastest growing TV streaming platforms in percentage terms in 2020, but the report suggests that Amazon and Samsung are well placed to maintain leading positions in the near term.

“The new television world presents viewers with more choice and complexity than ever before,” says David Mercer, principal analyst and The Complexities of the Multi-Device Connected TV Household report’s author. “Streaming video users can switch relatively easily between different platforms and devices, and this makes understanding user behaviour and choice motivations particularly challenging. Samsung and Amazon may be making all the running at the moment, but barriers to entry are relatively low. Media companies should carefully track the emergence of competing CTV platforms in order to avoid low return investments and ensure audience reach is maximised.”