64% of US homes have a Connected Smart TV

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 04, 2022, 5:30 PM UTC

Connected TV device penetration reached 55% in the US in 2021, as per Leichtman Research.

Despite smart TV having greater penetration than CTV devices, usage of smart TV trails in comparison. According to the report, 25% of US TV households used a CTV device daily in 2021, while only 21% used smart TV daily.

This is when 64% of US homes own a connected smart TV. Between 2019 and 2021, the number of US households using a CTV device and a smart TV daily climbed by 7%.

Smart TV usage is anticipated to close in on CTV devices as television manufacturers and their OS suppliers introduce new capabilities and innovative experiences in 2022. TV manufacturers are likely to unveil a slew of new technological innovations at CES this week.

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