So you are feverishly making apps, widgets, channels, and what-nots to get your message out around the globe via Internet connected TVs, well you might want to slow down there, Hoss. Recent research from Strategy Analytics shows there are 42 million homes around the world with Internet connected TVs, and that most of those devices are in households in America.
U.S. Leads World in Internet Connected TV Adoption
The US is leading the pack in adoption of Internet connected-TV devices with some 20% of homes having Internet through their TVs while just a meager 10% of European homes do. Honestly, that is far from a surprise to me since I lived there for six years. For the most part, they are generally more outdoorsy and far less involved with home technology than we are. So for them to be that low in terms of adoption is not a shock to me in the slightest.
Germany is, surprisingly, adopting slower than other countries with just 6% while France and Italy are at 12% and the UK has an estimated 9%.
Now that last one is surprising. I know some people in that country that are tracking something like forty shows a year and I remember a study a few years back where they watched more TV on average than even Americans.
Why The Disparity Between the U.S. & Other Countries?
Strategy Analytics believes the major difference is because of Hulu and Netflix. However, I think that's wrong because there are some very successful online video services like that over there as well, they just don't generally have the same content that Hulu has because of licensing. They are generally country specific because licensing over there is a disaster, in my opinion, so they are generally smaller. But that's the benefit of a singular, mostly cohesive market like America.
There's a revolution going on in the market according to David Mercer, principal analyst at Strategy Analytics. If that were the case, I would expect more than 20% of Americans to have a connected TV. There is definitely a push by manufacturers to get these devices into the homes, that certainly true.
For example, some 64% of U.S. broadband homes with a game console have it connected to Internet and since more than one-third of homes, roughly 70 million, have game consoles, almost all of which have Netflix, Hulu and other video services, I have to believe that there are more than just 24.2 million or so in the US that have a connected TV (in that their TV is somehow connected to Internet directly, or through a device like a game console, OTT or other device), which is their rough estimate.
The report, "Multiscreen Connected TV: Assessing Device Usage and Ownership," bases its findings on a survey of 4800 respondents. Strategy Analytics conducted an online survey, the 2011 ConsumerMetrix Survey fielded in July 2011. The sample consisted of n=2000 individuals in the US and n=2801 in Europe ages 15-74 years.
Oddly, in a related story this week, the BBS has stated 'meteoric' growth in connected TV in the UK. According to a talk at 2011 Content Delivery Summit this week in London, they expect rapid growth as well but a lot of what they are seeing right now through their iPlayer is mostly on computer screens, though some game consoles are capable of streaming content to TVs there.