Streaming is now the dominant mode of video consumption, making connected TV platforms the new power players in entertainment. Roku, Amazon, Samsung, Google, Vizio, LG, and others control the user experience of TV-based streaming and generate subscription and advertising revenues from their positions in video distribution.
This study examines the various connected TV (CTV) platforms on the market today. It identifies sentiments such as brand loyalty, perception of value, ease of use, and willingness to recommend to others. It also examines the operating system and device ecosystem as purchase factors for smart TVs and streaming media players.
Drawing from Parks Associates’ Q1 2024 survey of 8,000 U.S. internet households, the data used in this study is demographically representative of US internet households, with quotas for age, income, gender, and educational attainment.
Executive Summary
Smart TV and Streaming Media Player Adoption Trends
Attitude Towards Connected TV Ecosystems
Most-Used Connected TV (CTV) Platform in Home
Free Ad-Based Video Services Usage by Primary Connected TV Platform
Top 5 Important Features Considered for Future Smart TV Purchases
Top Reasons for Smart Steaming Media Player Brand Preference
Smart TV and Streaming Media Player Adoption and Use
Trends in Adoption of Consumer Electronics Products
Primary Streaming Video Device
Total Average Video Consumption by Platforms
Brand of Most-Used Smart TV in the Home
OS of the Most-Used Smart TV in the Home
Brand of Most Used Streaming Media Player
Brand of the Most Used Streaming Media Player in the Home
Primary Connected TV Platform
Most Frequently Used TV-Connected Device for Gaming
Perceptions of Primary CTV Platforms
Attitudes Towards Video Services by Primary Connected TV Platform
Average Number of OTT Service Subscribed by Primary Connected TV Platform
Average Monthly Spending on OTT Services by Primary Connected TV Platform
OTT Video Service Model Usage by Primary Connected TV Platform
Free Ad-Based Video Services Usage by Primary Connected TV Platform
Social/User Generated Content Platform Usage by Primary Connected TV Platform
Brand Perceptions
Consumer Brand Perceptions
Attitude Towards Connected TV Ecosystems
Agree with Ecosystem Integration for Video Devices by Age
Attitudes Toward Connected TV Ecosystems by Most Used Smart TV OS
Attitudes Toward Connected TV Ecosystems by Most Used Streaming Media Player OS
Familiarity of TV Technologies and Features
Familiarity with Smart TV Features by Most Used Smart TV OS
Smart TV and Streaming Media Player Purchases
Consumer Electronics Products Purchased in the Last 6 Months
Consumer Electronics Devices Purchase Intention
Top Brands of Smart TV Purchased or Received
Top Brands of Streaming Media Player Purchased or Received
Demographic Breakdown of Connected TV Device Users
Purchase Drivers: Smart TVs and Streaming Media Players
Top 5 Important Features Considered for Future Smart TV Purchases
Top 5 Important Features Considered for Smart TV Purchases
Platforms Used to Control Smart Home Device
Most Used Platform Used to Control Smart Home Devices
Top Reasons for Smart TV Brand Preference
Top Reasons for Smart TV Brand Preference by Smart TV OS Adoption
Top Reasons for Smart Steaming Media Player Brand Preference
Top Reasons for Smart Steaming Media Player Brand Preference by Streaming Media Player Brand
Important Features Impacting Smart TV Purchase Decision, Trending
Important Features Impacting Smart TV Purchase Decision by Smart TV OS Adoption
Satisfaction
Consumer Electronics Devices: Net Promoter Score
Net Promoter Score for Consumer Electronics Devices by Major Brands
Satisfaction Level of Features on Primary Connected Devices
Satisfaction Level of Features by Primary Connected Devices
Appendix
Published By Parks Associates
Copyright 2024 Parks Associates | Addison, Texas 75001
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