Connected TVs 2023
Table of Contents
Objectives/Overview/Methodology …………………………………………………

2-4

TVs and New TVs in the HomeKey Findings and Trends ………………………………………………………...
Overview of Results ………………………………………………………………

5-6
7-20

Number of TV Sets Used at Home
Mean Number of TVs in the Home by Group Compared to Previous Years
Last got a new TV
New TV from a Store, Online, or as a Gift
Got a TV in the Past Year and Spending Compared to Previous Years
Plan to Purchase a TV in the Next Year and Expected Spending Compared to Previous Years
Main Decision-Maker in the Purchase of a TV by Gender
Importance of Factors in the Decision to Choose a new TV Compared to Previous Years
Importance of Factors in the Decision to Choose a new TV by Gender, Age, and Income
Have a Smart TV or HDTV at Home Overall Compared to Previous Years
Rating of Smart TVs/HDTVs Compared to Previous Years
Length of Time Expecting to use a Smart TV/HDTV Before Replacing it

4K Ultra HDTVs
Key Findings and Trends ……………………………………………………….
Overview of Results ……………………………………………………………..

2122-30Awareness of 4K Ultra HDTVs Compared to Previous Years
Ownership of 4K HDTVs Compared to Previous Years
Top Sources for 4K Content
Types of Programs Most Likely to Watch in 4K
Agree or Disagree with Statements about 4K HDTVs
Agree or Disagree with Statements about 4K Content
Agree or Disagree with Statements about 4K Content Among Pay-TV Subscribers
Interest in Getting a 4K HDTV Compared to Previous Years
Interest in Getting an 8K TV Rather than a 4K TV

Connected TVs and Devices
Key Findings and Trends ……………………………………………………….. 31-32
Overview of Results ……………………………………………………............. 33-45
Have a Smart TV
Brand of Smart TVs Compared to Previous Years
Smart TVs Connected to the Internet
Video Game Systems and Connected Game Systems
Blu-ray Players and Connected Blu-ray Players
Stand-Alone Streaming Devices (Roku, Fire TV, Chromecast, Apple TV)
All Connected TV Devices in the Home Compared to Previous Years
Combinations of Connected TV Devices
Mean Number of Devices per Home Compared to Previous Years
Connected TV Devices by Type by Age, Income, and Pay-TV Subscription
Connected TV Devices by Category Compared to Previous Yeas
Demographic Comparisons of Connected TV and Non-Connected TV Households
Demographic Comparisons of Multi-Connected TV and Single Connected TV Households© Copyright, 2023, Leichtman Research Group, Inc. All Rights ReservedConnected TVs 2023
Use of Connected TVs and Devices
Key Findings and Trends ………………………………………………………..
46
Overview of Results ……………………………………………………............. 47-64
Use of Connected TV Devices by TypeUse of Connected TV Devices Overall, and by Type Compared to Previous Years
Use of Connected TV Devices by Pay-TV Subscription, and Age Compared to Previous Years
Ratings of Various Streaming DevicesPreferred Streaming Device
Percent of Streaming Time Using Various Devices
Reasons for Using Devices in Addition to a Smart TV
Agree or Disagree with Statements about Connected TVs and Devices
Agree or Disagree with Statements about Connected TV and Other Viewing Options
Demographic Comparisons of Daily Connected TV Users

Pay-TV, SVOD, and Related Services
Key Findings and Trends ……………………………………………………….
Overview of Results …………………………………………………….............

65-66
67-88

Households Subscribing to a Pay-TV Service
Last Time Subscribing to Pay-TV among Non-Subscribers
TVs, Devices, and Pay-TV Set-Top Boxes in Households
Use of Pay-TV Set-Top Boxes to Access Content from the Internet
DVR, VOD, Premiums, and TVE in Pay-TV Households
Watch Video on a TV by Casting it from a Smartphone
SVOD in the Home, by Pay-TV Subscription, Age, and Income
Streaming of SVOD Services to a TV
Use of AVOD/FAST Streaming Services
Agree or Disagree with Statements about Advertising on Streaming Services
Rankings of Importance of Streaming Services, Live TV, DVR, and VOD
Rankings of Importance of Services by Age and Pay-TV Subscription
Mean Time per day Watching Video on a TV and on Non-TV Devices by Group
Preferred Screen for Watching Video
Agree or Disagree with Statements about TV Viewing
Products and Services in the Home by Group, and by Household Income
Demographic Comparisons by Group

Summary and Implications ………………………………………………..……. 89-90© Copyright, 2023, Leichtman Research Group, Inc. All Rights Reserved