Survey: 18% of consumers use TVs to access online content

The connected TV is starting to make inroads into the worldwide consumer space, but it's still far from the vehicle of choice for watching online video, according to information gleaned by NPD DisplaySearch's "Connected TV Study: Features, Content and Usage."

The survey used data from more than 14,000 respondents in 14 regions and came to the conclusion that desktop PCs and laptops are still the primary viewing screens for online content, though tablets and smartphones are gaining ground and 18 percent of consumers are accessing the content on their connected TVs.

"TVs are increasingly becoming devices of choice for consumers, particularly since an increasing number of sets have either built-in connectivity or can be connected to the Internet via a peripheral device such as a connected Blu-ray player or set-top box, among others," Riddhi Patel, director of consumer insights for NPD DisplaySearch, said in a news release.

The survey showed that 25 percent of consumers viewed online content on their TV several times a week, with movies showing up as the most popular source of entertainment, followed by previously broadcast video programming with viewers catching up on programs they missed when they were originally aired.

The survey further said that 44 percent of those who don't view online content via TV just aren't interested in doing so, and 30 percent said they don't have the necessary devices. Even so, among those respondents, only about a third said they would be interested in watching online content on the TV if they had the capability.

"The results imply that there is still a general lack of interest in viewing online content via TV," said Patel, while attributing this to "usage of devices other than TVs to view online content as well as a lack of infrastructure and/or expertise to connect their existing TVs to the Internet."

In fact, daily use of a television to view online content remains "under 30 percent in most countries," the survey concluded.

For what it's worth, China leads the way with connected TV viewing, "possibly due to consumer interest in viewing foreign programs that may not be available via traditional TV medium," the survey concluded.

For more:
- see this news release

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Survey suggests connected TV viewers open to new advertising pitches

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