Seventy percent of U.S. TV householdsreport having at least one smart TV, and smart TVs account for 52% of all TV sets in households, on average -- up from 45% in 2020.<\/p>\n
In addition, more than half of smart-TV homes report havinga smart TV with a Roku or Fire TV operating system built in, according to the latest connected-home report from Hub Entertainment Research.<\/p>\n
All of which translates to a critical mass of TVsets that don't need other devices to connect to the Internet to stream, interact with or receive addressable advertising.<\/p>\n
The study, conducted among 5,000 U.S. consumers ages 16 to 74weighted to U.S. Census data, was completed in March.<\/p>\n
The results show that homes with kids or younger adults are more likely to own smart TV sets. In households with children under 18,59% of all sets are smart TVs, and in homes where the oldest person is under age 35, 61% are smart TVs.<\/p>\n
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4K is becoming a more important factor in choice of content and providers. Forty-fourpercent now report having a 4K-capable set, versus 31% in 2019, and 61% of 4K set owners say they've actually watched 4K content, versus 49% in 2019. In addition, 10% say they are \"very likely\" to buyan 8K set in the next 12 months.<\/p>\n
Voice control also continues to grow, with 44% of TV households reporting having at least one remote with that capability, versus 31% in 2019. These remotesare still used mainly for content discovery. If smart speakers are also counted, half of homes use voice commands to control at least one TV set.<\/p>\n
At the same time, 40% of householdsreport regularly watching premium content on a phone -- up from 35% from 2019.<\/p>\n
That in part likely reflects the higher proportion with unlimited data plans: 64%, versus 56% in 2019.<\/p>\n
More users also described streaming on phones as \"very easy,\" and more rated the experience as \"excellent,\" according to Hub.<\/p>\n
Over the past three years, ownership of smart speakers hasincreased from 37% (2019) to 46% (2021).<\/p>\n
Net ownership of all other smart home devices also grew, from 33% to 43%.<\/p>\n
While just 10% of households report owning a virtual reality device,that's up from 8% in 2019 and 2020.<\/p>\n
Ownership of augmented reality devices is unchanged from 2020, at 8%.<\/p>\n
With gaming being the application used by 72% of VR device owners, VR\/AR\"seem destined to appeal only to small niche markets,\" in Hub's view.<\/p>\n
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