Connected TV Platform Expansion: Gaming, Fitness, Smart Home

Description

SYNOPSIS:

TV operating system (TV OS) platform vendors and TV OEMs are looking for new use cases and applications to drive TV sales, advertising revenue, and uptake of related services. With widespread adoption of large-screen TVs, 4K and HDR, relatively little interest in 8K and a business model transitioning away from a high volume, low margin hardware model to a high margin advertising model, CTV platform vendors and TV OEMs benefit from expanding beyond the traditional feature set. With smart TVs now reaching 68% of US internet households, this creates new possibilities for commerce, gaming, fitness, and smart home applications, among others.

This study investigates new differentiators and points of interest for US CTV buyers. It examines demand for smart home hub capabilities, health and fitness services and integrations, advanced gaming functions and features, artistic display capabilities, telehealth, content creation, interactive shopping, and more. It identifies consumer openness towards technologies such as optical content recognition, embedded cameras and microphones, AI and AI assistants, among others.

This study draws from Parks Associates' Q1 2025 survey of 8,000 US internet households. The survey is demographically representative of US internet households, with quotas for age, income, gender, and educational attainment.

SAMPLE VIEW

Key questions addressed:

1. What is consumer interest in next-generation CTV functions, including smart display, gaming, fitness, and smart home?
2. How do consumers perceive next-gen hardware and software features such as embedded microphones, cameras, and ambient sensors?
3. Which groups of consumers are most likely to invest into next-gen TV models and functions?
4. How does interest and willingness to pay for new CTV features differ by CTV platform user base?

ANALYST INSIGHT:

"The connected TV could evolve into a smart hub, bringing together streaming video, gaming, home security, smart devices, and health and wellness apps and services all in one place. That would make the TV operating system is the gateway to the consumer, with TV operating system vendors as gatekeepers, controlling what apps and services are on CTV devices and where they are located." - Michael Goodman , Senior Analyst, Parks Associates.

Executive Summary

Primary Connected TV Platform
Primary Streaming Video Device
Consumer Electronics Product Adoption
Consumer Electronics Products Purchased in the Last 6 Months
Top Smart TV Brands Purchased
Top Streaming Media Player Brands Purchased
Consumer Electronics Devices: Net Promoter Score
Smart TV Net Promoter Score by Most Often Used TV OS
Consumer Brand Perceptions
Top 5 CTV Features Willing to Pay More For
In a competitive OS market differentiation is critical.

Adoption of Connected TV Devices and Ecosystems

Trends in Consumer Electronics Product Adoption
Primary Streaming Video Device
CTV Device Most Used by Age Indexed to Average
Consumer Reported Market Share US Internet Households
Total Weekly Average Video Consumption by Platforms
Primary Connected TV Platform
OS of Most Used Smart TV in the Home
OS of the Most-Used Smart TV in the Home
OS of Most Used Streaming Media Player
Brand of the Most Used Streaming Media Player
Gaming Console Adoption
Gaming Console Most Often Used to Watch Video
Device Used Most Frequently to Play Online Games
Satisfaction with Most-Used Streaming Media Player Features and Performance
Frequency of Online Content Consumption, by Connected Device Type
Smartphone Use While Watching TV
Smartphone Use While Watching TV by Smartphone OS Adoption
Primary CTV Platform for Streaming Content to a TV
Reasons for Using a Streaming Media Player Over a Smart TV by Streaming Media Player OS Adoption
Average Number of SVOD Subscriptions by Primary Connected TV Platform
Average Monthly Spending on Streaming Services by Primary Connected TV Platform
OTT Video Service Model Usage by Primary Connected TV Platform

Product Purchasers

Consumer Electronics Products Purchased in the Last 6 Months
Consumer Electronics Devices Purchase Intention
Smart TV Purchase Intention by Demographics
Satisfaction with Most-Used TV Features and Performance
Top Brands of Smart TV Purchased or Received
Reasons for Smart TV Brand Selection
Important Features Influencing Smart TV Purchase Decision
Important Features Impacting Smart TV Purchase Decision by Most Often Used Smart TV OS
Top Reasons for Smart TV Brand Preference by Smart TV OS
Top Brands of Streaming Media Player Purchased or Received
Streaming Media Player Purchase Intention by Demographics
Top Reasons for Steaming Media Player Brand Preference by Streaming Media Player Brand
Reasons for Using a Streaming Media Player Rather than Smart TV
% Intending to Purchase SMP, by Smart TV Ownership
Top Reasons for Steaming Media Player Brand Preference
Streaming Media Player Purchase Intent by Smart TV Ownership
Gaming Console Purchase Intention by Demographics

Drivers of Customer Satisfaction and NPS

Consumer Electronics Devices: Net Promoter Score
Smart TV Net Promoter Score by Most Often Used TV OS
Streaming Media Player Net Promoter Score by Most Often Used SMP OS
Gaming Console Net Promoter Score by Brand Owned
Consumer Brand Perceptions
Net Promoter Score for Consumer Electronics Devices by Major Brands

CTV Concept Testing

Next-Generation CTV Use Cases: Appeal by Category
Appealing Capabilities for Future TV
Appeal of Smart Display & Control Capabilities for Future TV
Current TV Sleep Mode Display Behavior
Preferred TV Sleep Mode Display
Appeal of Camera-Enabled Future TV Capabilities
Security & Smart Home CTV Use Cases, by Security System Ownership
Security System Ownership, by Preferred CTV Platform
Appeal of Gaming Capabilities for Future TV
Appeal of Health and Wellness Capabilities for Future TV

Willingness to Pay for Expanded CTV Capabilities

Willingness to Pay More for Advanced Smart TV Features by Category
Willingness to Pay More for Advanced Smart TV Features Among Those Finding Features Appealing
Willingness to Pay More for CTV Features, Among All US Internet HHs
Willingness to Pay More for CTV Features, Tizen (Samsung)
Willingness to Pay More for CTV Features, WebOS (LG)
Willingness to Pay More for CTV Features, SmartCast (Vizio)
Willingness to Pay More for CTV Features, tvOS (Apple)
Willingness to Pay More for CTV Features, Roku OS
Willingness to Pay More for CTV Features, Android TV OS
Willingness to Pay More for CTV Features, Amazon Fire OS
Willingness to Pay More for CTV Features, Sony PlayStation
Willingness to Pay More for CTV Features, Microsoft Xbox