Almost eight in 10 U.S. homes now have a smart TV, and smart TVs account more than 60% of all U.S. TVs in use, according to new research from Hub Entertainment Research.

According to Hub’s fifth annual “Connected Home” study, Smart TVs continue to gain traction with some 77% of TV households saying they own a smart TV, up from 66% three years ago. Sixty-one percent of all TVs now reported in presence and use are smart TVs, up from 45% in 2020.

Hub said this is in contrast to smart speakers which have lost ground in the past year.

U.S. TV households report having an average of 1.7 smart TVs per home. Assuming an estimate of about 120 million U.S. TV homes, that means approximately 204 million Americans now own or have access to a smart TV set, according to Hub.

The research said more and more people report actually using their smart TVs to stream content, and while not all smart TV sets are connected to the internet to stream programs, most are.

The report said nearly 9 in 10 (88%) smart TV homes regularly stream shows through the OS platforms built into their smart TVs.

“This proportion is substantially greater than seen in 2020, when just three in four owners were using their smart TVs to stream,” the firm said.

“Smart TVs will continue to account for an ever-larger slice of TVs, since almost all but the smallest TVs now have smart capabilities,” stated David Tice, Hub senior consultant and study author. “Greater ownership of smart TVs – and use of more of them for streaming – creates compound growth, creating opportunities for streamers, advertisers, set manufacturers, and other stakeholders.”

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The Boston-based market research firm said the study findings were based on a survey conducted among 5,026 U.S. consumers. Interviews were conducted in February 2023 and cover consumer ownership of many types of media-related technologies. A free excerpt of the findings is available on Hub’s website. This report is part of Hub’s Entertainment + Technology Tracker syndicated report series.

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By Greg Tarr

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