Smart TVs have emerged as the main viewing device for US internet users, but in Europe broadcast TV still reigns, according to new research by Ampere Analysis.
Among 18- 64-year-old Internet users, Smart TVs are now the predominant device for consuming content in the United States. Time spent watching content on Smart TVs has increased by 27% since Q1 2021. This means almost one-third (31%) of viewing time among Internet users is via a Smart TV – higher than any other connected device.
Among this group, Smart TV’s share of viewing overtook that of ‘regular’ TV in Q3 2022 and has been growing since.
Annabel Yeomans, Research Manager at Ampere Analysis says: “As engagement with streaming services continues to grow, so does the uptake of Smart TVs which provide easy access to a range of platforms. As one of the most advanced streaming markets globally, the US has seen some of the strongest growth in uptake and Ampere expects this to continue, particularly among older audiences who are watching more streaming services. In Europe, on the other hand, the strength of linear TV has meant a slower growth for Smart TVs, but even here they are increasing share of viewing time.”
Viewing on Smart TVs in the US has increased most among 55-64-year-olds who increasingly engage with digital content. This cohort’s viewing of streaming services has increased by 61%, faster than any other age group surveyed by Ampere, though includes Broadcast VOD, so viewers are also switching the means through which they consume content.
In Europe, 76% of internet users own a Smart TV, up 25% over the past three years. This has meant that the share of viewing time for Smart TVs in Europe has increased by a similar rate, growing 25% between Q3 2021 and Q3 2024 in the region.
