U.S. Viewers Increasingly Use Smart TVs as Primary Streaming Devices

New research from Parks Associates has found that 61 percent of U.S. internet households use their smart TVs as their primary streaming video devices, continuing a shift away from streaming media players, gaming consoles and other connected devices.

Samsung’s Tizen operating system (OS) is the most-used smart TV, with 34 percent of U.S. smart-TV owners reporting it as primary smart TV. There is increased competition from Roku, LG and Vizio, however.

When accounting for all primary connected TV devices in U.S. internet households, including streaming media players and game consoles, Roku takes the lead at 28 percent. Roku has traditionally led in the streaming media player category and has increased its share in the smart TV space, growing from 8 percent in 2020 to 18 percent in 2025.

“Smart TVs are the default way consumers access video, and so the OS has become the central point of competition,” said Jennifer Kent, senior VP and principal analyst at Parks Associates. “Samsung’s leadership reflects the strategic value of platform scale, particularly as advertising, subscriptions and service integration move directly into the TV interface.”