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Connected TV Viewers to Post Double-Digit Growth

18 Jun, 2014 By: Doug McPherson

NEW YORK – Today, more than 113 million people use an Internet-connected TV regularly, next year most U.S. Internet users will access the Internet through TV, says eMarketer. What’s more, this connected TV audience will post double-digit growth rates through 2017.

eMarketer sites the reasons for the soaring growth as cheaper smart TVs (with built-in Internet capability) along with the booming popularity of set-top devices such as Apple TV, Roku, Google Chromecast, Amazon Fire and connected video game consoles.

eMarketer defines connected TVs as sets linked in any way to the Internet.

The company says it raised its forecast for connected TV users in the U.S. from its January 2013 projections based on new comparative data, expected releases of new smart TV and set-top box models in the coming years, and falling price points of these devices.

In 2012, less than 18 percent of Internet households had a connected TV.

On the other hand, smart TVs – those with built-in Internet connectivity – are not being adopted as fast. They are expected to hit household penetration of 49.8 million in 2014, or less than 20 percent of Internet users. By 2016, just under 30 percent of Internet homes are expected to have a smart TV.

“Due to an increasing number of consumers accessing TV, movies and other video content via set-top devices, gaming consoles and Blu-ray devices, the share of smart TV users as a percentage of connected TV users will decrease slightly between 2014 and 2018, while the portion of smart TV non-users will rise,” the company said. “This year, smart TV non-users will account for 56 percent of connected TV users. By 2018, this will grow slightly to reach 58.8 percent.”

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