Study: Smart TVs Keep Shaping Viewing Preferences

The era of channel surfing is over, as smart TV owners now prefer app-based viewing experiences that offer more than just traditional TV content.

Hub’s Evolution of the TV Set study indicates that smart TVs are greatly influencing how viewers engage with streaming services and other entertainment apps, as traditional linear pay-TV usage declines.

Key insights include:

The proportion of TVs used for streaming is on the rise.

In 2024, 60% of respondents reported that their 'most-used' TV sets are connected to a streaming platform, an increase of 50% since 2020. Conversely, the percentage of primary TVs connected to cable has decreased (38% this year, down from 52% in 2020).

Smart TV operating systems now initiate more than half of viewing sessions.

Smart TV operating systems are increasingly guiding what people watch.

38% of users see the apps on their smart TV's home screen first when they turn on their TV.
Another 27% see the apps on the home screen of an external media device (such as a Roku player or Apple TV box).
Only 19% see a program already in progress from a cable provider. The discovery process is becoming more app-centric, driven by smart TV operating systems.

Smart TV operating systems are also overshadowing individual apps in content discovery.

While 50% of viewers typically open a specific app (like Netflix) to find content, the other half rely on features built into the smart TV:

26% choose from shows featured on their smart TV's home screen.
24% use the universal search function on their smart TV to look for content across all services.
This makes the home screen valuable real estate for both the apps displayed there and the TV operating systems’ ability to provide quality universal search across apps.

Smart TVs significantly influence the apps consumers use to find shows.

Smart TVs often determine which apps users choose to watch, especially during the initial setup. For example:

51% of respondents reported installing a new app recommended by their smart TV operating system when setting up their TV.
Nearly 47% stated that they rarely or never add more apps after setting up their TV.

This trend is expected to grow, with 79% of respondents preferring to buy a new TV with the same operating system as their existing one, further solidifying the influence of that OS on their content discovery and app usage.

These conclusions are from Hub’s Evolution of the TV Set 2024 report, based on a survey of 2,517 US consumers aged 16-74, conducted in May 2024.