nScreenMedia OTT multiscreen media analysis

Connected TV just a normal part of the US home

Roku streaming data 2016 2017

Connected TV penetration is up, usage is way up, and viewing through Roku dominates the consumption in homes that have one. Has the connected TV become part of the status quo?

Connected TV in the broadband home is the norm

Parks Associates says that over half of the almost 100M US broadband homes watch Internet video on a television.

The company also found that 49% of those broadband homes subscribe to Netflix. (Netflix says it has 51M US subscribers.) Parks also says 72% of cord-cutters and cord-nevers have subscribed to an online video service and view it as their primary video source.

Huge growth in streaming media player usage

weekly multimedia device usage 2014-2017According to the latest Q1 2017 Total Audience Report from Nielsen, streaming media player* usage continues to surge in usage. The average persons used a streaming media player for 2 hours and 18 minutes a week. That’s a year-on-year increase of 47%.

The age group using streaming media players the most is the 25-34-year-olds. This group watches 3 hours and 35 minutes per week, with children between 2-11-years-old next most prolific users with 2 hours and 55 minutes per week.

However, that is usage averaged over all households. Looking just at the homes with a connected TV installed, usage is much higher.

Nielsen’s Comparable Metrix report for Q4 2016 says that penetration of connected televisions was 44.3% in that quarter. The average adult connected TV user watched 8 hours and 45 minutes per week, or 1 hour and 15 minutes per day. New data from Roku shows usage is even higher than that in some homes.

Roku leading the connected TV charge

Roku has been on a bit of roll lately. comScore reported last month that Roku was the leading streaming media player used in Wi-Fi households. The company’s devices are used in 16% of homes, versus 14% for Amazon Fire TV, 8% for Chromecast, and 6% for Apple TV.

Roku just announced a big increase in the number of monthly active users.^ The company says, as of June 30th, 2017, it has 15M (Million) monthly active users. That’s up from 13M in January and just over 10M in June 2016.

Those users are watching a lot more through their Roku devices. The company streamed 7B (Billion) hours of content in the first half of 2017. That’s a 75% increase over the same quarter in 2016 when the company delivered 4B hours. However, that translates into a more modest 13% increase per active user. In the first half of 2016, the average use streamed 2 hours and 26 minutes per day. That has grown to 2 hours and 44 minutes in the first half of 2017.

Why it matters

Half of broadband homes watch Internet video on their connected television.

The average person watches 2 hours and 18 minutes a week on their streaming media player.

The average connected TV user watches 1hour and 15 minutes a day through their chosen connected TV device.

Roku reports their users streamed media through their device for 2-and-three-quarter hours per day in the first half of 2017.

* Streaming media players are referred to as multimedia devices in Nielsen reports.

^The company stresses monthly active users is not the same as devices sold. It is simply the number of Roku devices used in the month and includes Roku-powered TVs, set-top boxes, and streaming sticks.


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