Roku users show significantly high ad-supported viewership while Tizen users are significantly low

This excerpt is from Parks Associates study Battle of the Platforms: Assessing Connected TV Ecosystems , a survey of 8,000 US internet households. This study examines the various connected TV (CTV) platforms on the market today. It identifies sentiments such as brand loyalty, perception of value, ease of use, and willingness to recommend to others. It also examines the operating system and device ecosystem as purchase factors for smart TVs and streaming media players.

Drawing from Parks Associates’ Q1 2024 survey of 8,000 U.S. internet households, the data used in this study is demographically representative of US internet households, with quotas for age, income, gender, and educational attainment.

Key questions addressed:

1. What does the competitive landscape look like for the connected TV market?
2. What are the most important features that consumers look for when shopping for a new connected TV device?
3. How important is ecosystem compatibility to consumers when purchasing a new connected TV device?
4. How do brand and ecosystem perceptions factor into consumer choice of connected TV devices?
5. Is there consumer interest in IoT compatibility and integration to the TV, such as with smart home devices?

SVOD is the most popular OTT video service model used overall and across all platforms.

Ad-based viewing, however, continues to grow in popularity and is slightly more diversified across platforms. The current rise in both popularity and usage of ad-based streaming generally marks an opportunistic moment for all CTV platforms to capitalize on video advertising.

For example, Google is currently in the process of bolstering the company’s streaming business with the new Google TV Streamer that replaces the Chromecast and by adding 14 new FAST channels to the company’s lineup, bringing the total to 150.?

Roku users show significantly high ad-supported viewership while Tizen users are significantly low.

Defining the Market

Connected TV (CTV) platform refers to the operating system of devices consumers use to stream online content to a TV set. The device could be the TV itself, if it is a smart TV, a streaming media stick or player, a connected gaming console, or a connected Blu-ray player or set top box. Several leading platforms include multiple device types and brands:

• The Roku platform includes Roku-brand streaming sticks and players, as well as smart TVs from Sharp, Philips, JVC, Westinghouse, onn., and others that use the Roku OS.
• The Amazon platform includes Amazon Fire TV sticks/players and smart TVs as well as smart TV brands that use Fire TV OS such as Insignia, Toshiba, TCL, and others.
• The Google TV/Chromecast platform includes the new Google TV Streamer, Google Chromecast streaming stick, NVIDIA shield, and TVs that use Android TV or Google TV OS such as Sony, Philips, Hisense, TCL, and others.
• The Web OS platform includes smart TVs that use the Web OS platform such as those from LG and RCA.
• The Samsung Tizen platform includes Samsung smart TVs only.
• The SmartCast platform includes Vizio smart TVs only.

Most-Used CTV Platform: Households may use multiple CTV platforms. To identify a household's primary CTV platform, Parks Associates s identifies the TV set on which consumers most watch streaming video in their home, and the CTV device and OS relied upon to stream video to that TV.

Parks Associates will address the growth of the streaming market at its upcoming 7th annual Future of Video , Nov 19-21 at the Marriot Marina Del Ray.