Report: Streaming on Connected TVs Going ‘Mainstream’


CULVER CITY: Streaming content on a Connected TV device is nearly as popular as watching live TV in prime time according to a survey of 18- to 49-year-olds conducted by video site Crackle in association with Frank N. Magid Associates.

“Viewing habits are quickly evolving and Connected TV is going mainstream,” said Eric Berger, the executive VP of digital networks at Sony Pictures Television and general manager of Crackle. “This shifting landscape reinforces that there is a tremendous opportunity here for advertisers to engage consumers and really drive brand awareness by targeting the increasingly influential Connected TV medium.”
Survey respondents identified streaming as their second most-popular content choice in the evening, right after live TV. Streaming was preferred to DVR viewing. According to data, 96 percent of adults now have the ability to stream video to their television and 54 percent stream to their Connected TV, compared to 44 percent on their computer, 19 percent on their tablet and 15 percent on their mobile phone. The data also indicates that 51 percent of likely cord-cutters will replace the pay-TV package for a Connected TV.