Julia Stoll
Research expert covering TV and video media
Connected TV viewership in the United States – statistics & facts
With the proliferation of U.S. homes having broadband internet access, connected TV devices, such as streaming boxes and sticks, smart TVs, and gaming consoles, are growing in popularity. It is now standard for modern TV sets and is a prerequisite for being able to use popular video or music streaming offers. American viewers, in particular, were keen to stream via CTVs as they looked for new options after cutting the cord. In late 2022, CTVs replaced broadcast TV as the most popular platform in terms of viewing time in the U.S., making connected TV the device of choice when streaming video. While consumers can easily download major services like Netflix, Max, and Disney+ to their connected devices, some TV and media player brands like Roku and Samsung even provide their own streaming services.
Precision audience targeting drives CTV consumption
Connected TV devices have certainly become mainstream media in the United States, and ad-supported streaming on these devices accelerated as well. In May 2023, the number of CTV households watching content withs ads surpassed that of non-ad-supported streaming consumers by over two million. YouTube, Peacock, and Hulu are the most popular ad-based services among CTV households, while Netflix, Disney+, and Max are the go-to choice for consumers using non-ad-supported tiers on SVOD services. Free ad-supported streaming TV (FAST) platforms, like Freevee and The Roku Channel, are also becoming increasingly popular. The advantage for consumers is clear: more ads are customized to the audience’s interests and a targeted viewing experience than on traditional TV.Connected TV – only for younger generations?
As younger users are more likely to be open to ads in the streaming environment, it is not surprising that most CTV viewers in the U.S. were between the ages of 18 and 34 years, with nearly two thirds of respondents to a 2023 survey using these devices on a daily basis. However, baby boomers and millennials spent the most time watching content on connected TVs compared to other audience groups. Furthermore, an analysis about FAST viewing time on connected devices in 2022 shows that consumers are usually older than the average CTV user, demonstrating that there is potential for older generations to get on board with these devices as well.
