The Changing TV Experience: Streaming Devices and Smart TVs Lead The Way
Consumers are turning more and more to connected TVs and streaming devices to watch their favourite shows. However, consumers are also increasingly demanding higher quality content.
According to a Nielsen study, 29% of US households have smart TVs and 23% a streaming device. Basically, a great percentage of consumers are cutting the cord with traditional pay-tv distributors.
Even the amount of time people spend with connected TV and streaming devices is increasing. 21 million homes spend more than 3.5 hours a day watching TV, 15 days a month, via connected device. Smart TVs are used 20 days per month, with more than 2 hours of usage per day.
The increased availability and quality of digital video content and improved streaming experience are the main reasons for this success. Streaming digital video on TV has become a daily habit – 46% owners are doing so daily, a significant increase from 32% in 2015. What’s more, they are streaming more digital video on TV than a year ago – 37% are using a video streaming device, 28% on a smart TV.
Another reason for the success of streaming devices is the opportunity of multitasking on a second device while watching programming on TV. However, the incidence of multitasking is lower when watching digital video (72%) than during traditional linear TV viewing (81%). While using another device, multitaskers tend to pay more attention to the TV screen during digital video streaming than during traditional linear viewing.
Consumers are changing their TV experience. They increasingly prefer to stream their favourite shows via connected TVs or set-top boxes. And curiously these kinds of devices allow them to multitask their consumption, changing the traditional TV experience.