Smart TV revenue in the United States is expected to more than double in the decade from 2015 to 2025, growing from around 30 billion U.S. Dollars in 2015 to around 67 billion in 2025. With the ability to connect to the internet and access content beyond what is available via the normal cable provider, connected TV has grown popular among consumers. Connected TV, or CTV, is digital content, not only for Smart TVs, but also accessible by apps and streamed over smart TVs, mobile, or over-the-top (OTT) devices. The leading connected TV platform was Roku, accounting for nearly one third of the total global shipments at the start of 2019, followed by Amazon Fire TV and Samsung Tizen. These digital media players devices allow users to stream content from a number of original channels, cable networks, entertainment apps, and third-party providers.
The United States is the country with the largest share of individuals accessing connected TV boxes in their households, with nearly half of the population possessing such devices. The worldwide smart TV penetration rate is projected to grow from 11.5 percent in 2013 to 32 percent in just six years. Many consumers have begun to use their smart and/or connected TVs together with their other smart devices, showing that connectivity and compatibility are becoming crucial aspects the industry. Popular tasks performed by smart speakers among Americans include turning the TV on and off, changing the volume, searching for TV shows or films. This is yet another example of emerging tech being more and more integrated in consumers’ every-day lives.