TV viewing via internet-connected devices continues to see sharp growth — up 45% in TV homes in June and 43% among 18-49 viewers over the same period a year ago. The TV usage share for TV-connected devices — which includes Roku, Apple TV and Google Chromecast set-top boxes — is now at 12.7% of all TV use on a total day basis among 18-49 viewers, according to Pivotal Research Group. It was 8.5% in June 2016 and 4.9% in June 2015.
With 80% of U.S. households having broadband internet, the popularity of TV-connected devices such as Roku (box and stick), Amazon Fire TV, Apple TV and Google Chromecast, as well as game consoles, is growing. The penetration of these devices is increasing as is the time spent using them. This combination is having a meaningful impact on how people view and engage with content on the TV set, and is consequently changing the ways in which media companies provide services.