Approximately 60 percent of American households with connected TVs use TV apps at least once a week, a new study contends. And, although Netflix and YouTube currently dominate the space, users will increasingly turn to apps from competitors as they gather traction in the market.
In-Stat said it projects connected TV shipments will increase 36 percent over the next five years.
A report earlier this month from Display Search said it expects 138 million connected TVs will ship globally in 2015, adding that about 25 percent of TVs shipped today are Web-enabled.
In-Stat said its research suggests 22 percent of all U.S. broadband connected households already own an HDTV with integrated TV apps. But, In-Stat said, the availability of TV apps isn't the primary reason consumers are buying Internet-ready TVs.
In other findings:
- Consumers favoring subscriptions to both pay-TV and online video services rose from 18 percent to 30 percent during 2010, contributing to the continued growth of Netflix.
- Adoption of online video streaming services, such as Netflix, does not increase the propensity to purchase online video content.
- Viewing DVR recorded TV programming does not lead to adoption of free VOD services from a pay TV operator.
- see this release
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