CTV device ownership at all-time-high in US

Almost 90% of Americans now have at least one internet-connected TV device.

According to Leichtman Research Group, 87% of US TV households have at least one CTV device, ranging from smart TVs and streaming devices to video game consoles and connected Blu-ray players.

The figure is up from 80% in 2020, and a dramatic increase over the 69% in 2017 and 38% in 2012.

The report goes on to note that 46% of adults in U.S. TV households watch video on a TV via a connected device daily – compared to 40% in 2020, 25% in 2017, and 4% in 2012.

Streaming is still a young person’s game, but there is rising consumption among older Americans as well. Some 62% of adults aged 18-34 watch video on a CTV device daily, compared to 54% of ages 35-54 and 24% of ages 55+.

The research also found that 71% of TV households have at least one connected Smart TV – up from 58% in 2020, 41% in 2017, and 11% in 2012; 50% of all TV sets in US households are connected Smart TVs – an increase from 39% in 2020, 24% in 2017, and 7% in 2014; and 59% of TV households have at least one stand-alone streaming device – up from 56% in 2020, 40% in 2017, and 4% in 2012.

Bruce Leichtman, president and principal analyst for Leichtman Research Group, said: “The data in this study indicate that there are now nearly 500 million connected TV devices in U.S. TV households. This is an increase from about 300 million connected TV devices in 2017. Along with this increase in the number of devices, the percent of adults in the U.S. using these connected devices to watch video on a TV each day has significantly increased – growing from twenty-five to forty-six percent – in the past five years.”