Over Two-Thirds of Consumers Prefer to 'Only' Stream Content On Smart TVs

As smart TVs find ubiquity within consumers’ homes, this wide adoption has fueled a fundamental change in how people connect with content. While viewers have long traded in the traditional remote “clicker” for a more self-curated experience, these smart TVs – and the apps that live on them – have helped underpin a segment of consumers who prefer streaming to any other type of content delivery according to Inscape’s Q3 2023 Market Trends Report.

According to Inscape, in Q3 2023, an astounding 94% of total streaming time was driven by viewers who only (64.6%) or mostly (29%) streamed on their smart TVs!

Looking at the the share of connected TV viewing across all inputs (streaming, cable/satellite/OTA) from Q4 2021 to Q3 2023, the percentage of viewers who only stream content has increased from 45% to 54%, while the percentage who only use cable/satellite/OTA has decreased from 9% to 5%.

Check out the full report HERE.