Majority of U.S. internet users to use a connected TV by 2015
eMarketer estimates that more than 113 million people, 35.5% of the U.S. population and 45% of internet users, will use a connected TV regularly this year, and in 2015, the majority of U.S. internet users will access the internet through such a device. The connected TV audience will post double-digit growth rates through 2017.
Falling prices of smart TVs, combined with the increasing popularity of set-top devices—such as Apple TV, Roku, Google Chromecast, Amazon Fire and connected video game consoles—and ever-expanding streaming content options, will help drive audience growth.
eMarketer defines connected TVs as sets hooked up to the internet through any means, including a built-in network connection or a third-party device such as a game console, set-top box, or laptop..
Smart TVs are defined more narrowly as sets with built-in internet capability. eMarketer forecasts that the number of US smart TV users will reach 49.8 million in 2014, or 15.6% of the population and 19.8% of internet users. Growth will be in the double digits through 2016.
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. This year, smart TV non-users will account for 56.0% of connected TV users. By 2018, this will grow slightly to reach 58.8%. ■