In 2021, 85% of American households with broadband use connected TV From TDG

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According to the latest research of TDG, a branch of screen engine / ASI, the spread of connected television (CTV) in the United States is intrinsically related to the use of high-speed Internet services. But at the same time, CTV is extending from the living room and master bedroom to other rooms in the home.

“About 85% of American households now subscribe to high-speed Internet services, which shows its value in today’s households. However, recent data show that the growth rate is slowing down rapidly,” said Michael Greenson, President and chief analyst of TDG

The recent market rally clearly shows the future trend. In the second quarter of 2020, the number of broadband households increased by 1.35 million. A year later, the figure was only 900000, down 1 / 3. It is not surprising that TDG expects this trend to continue. Therefore, the growth of the number of connected TV families tends to be stable. TDG’s research in August found that 85% of broadband households use CTV, an increase of about 25% compared with 2015, but an increase of only 1.2% compared with 2020.

The growth of CTV penetration rate will gradually shrink, and the more stable opportunity is to increase the number of houses per set, which is taking shape.

In networked TV households, the utilization rate of the device in the family living room / family room has increased from 77% in 2020 to 83% now. The most significant growth occurred in the master bedroom (from 41% to 50%) and the secondary bedroom (from 22% to 28%), and the utilization of most other rooms is also increasing (except the study / game room).

This model is not new; Instead, it follows the diffusion pattern of most new TV technologies. That is, as new TVs enter the home, they replace the main TV (living room / family room), and the main TV is moved to the master bedroom, then to the secondary bedroom, and finally to the recycle bin / center. More reading: TDG: it is estimated that the proportion of households with pay cable TV in the United States will drop to 55% in 2030 Nielsen: IPTV, the rise of connected TV, tvsquared: 2021 connected TV development report Viacom: ubiquitous TV brings new opportunities for pay TV providers digital TV research: the data shows that 1 / 3 of TV will connect to the Internet to save traditional TV the Harris poll: traditional TV has a deep foundation, Online video flanks penetrate emarketer: by 2015, most Internet users in the United States will use online TV Experian: the future of TV is in large screen and mobile screen digital VR research: what scientific and technological gifts should be given to 1 / 4 of the global TV networking in 2018: smart watch + TV box TDG: the survey shows that tablet users prefer Ott service apptdg: TV and online video, young people to the right, Tencent: the total revenue in 2019 was 377.289 billion yuan, with a year-on-year increase of 21%. Analysis: Redux’s TV app strategy

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