74% of people in the US use their connected TV device daily

Monday, January 8th, 2018
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Nearly Three in Four People Use Their Connected TV Device Daily, According to New YuMe Connected Device Study

  • Commissioned Research Conducted by Nielsen Details Device Adoption, Viewing Behaviors and Offers Insight for Marketers to Reach and Influence Target Audiences

REDWOOD CITY, Calif. — YuMe, Inc. (NYSE: YUME), a proven partner for video advertising leadership and innovation, today released the results of a new study commissioned with Nielsen on U.S. consumers’ connected device ownership and use and the implications for advertisers. The research is a follow up to a 2013 connected TV (CTV) study, and charts the category’s growth as well as consumer behavioral shifts.

“We believe CTV devices have become prominent fixtures in the lives of today’s connected consumer,” said Michael Hudes, Chief Revenue Officer, YuMe. “To reach and influence connected consumers, marketers must take into account shifts in device preference and behavior, elevate the role of CTV in cross-screen campaigns, deliver targeted ad campaigns and sync campaigns across platforms.”

Key takeaways from the study include:

CTV Devices and Viewing Behaviors

  • Smart TV ownership nearly doubled since 2013, with an average of three CTV devices owned per household
  • Streaming media player ownership also increased 1.5x since 2013, with an average of two streaming devices per household
  • CTV devices are now more common than tablets
  • 60% of households own a CTV device, while 57% own a tablet
  • 74% of people use their CTV device daily
  • CTV usage patterns mirror traditional linear TV with the highest use in the 8-11pm primetime block
  • Smartphone is the most popular device to use while watching TV
  • Smartphone second screen usage rises from 49% in 2013 to 51% in 2017
  • Movies and TV shows are still the preferred content for large screen TVs, while short-form videos are the preferred content for computers and mobile
  • Only 28% of people use their tablet for movie or TV show viewing, and even fewer, 19%, do so on their smartphone

The YuMe Reach Calculator is also available to marketers who are interested in maximizing reach without incremental spend. In addition, the YuMe People-based Marketing Suite assists marketers with targeted campaigns with cross-device capabilities.

Study Background

A total of 2,410 adults participated in the Connected Devices Online U.S. Survey from June 27 to July 11, 2017. The purpose of the study was to understand cross-media device ownership and usage behaviors. Among the respondents, 1,465 had a CTV device in their household, including 884 with an OTT device, and 175 were immersive technology device owners. The final data set was weighted on age, gender and income to ensure a balanced sample reflective of the general US population.

In this study, OTT devices included the following: Internet-to-TV devices like Roku, Apple TV and Chromecast, and internet-connected Blu-ray players. CTV included all OTT devices as well as Smart TVs and internet-connected game consoles.