More than 40% of broadband households in Germany and Spain own a smart TV, while UK adoption of smart TVs trails at 33%, according to stats by Parks Associates.
The research claims that PC-to-TV connections in Europe are also “far higher” than in the US, with 54% of Spanish and 38% of UK and German broadband households found to connect a computer to their TV set.
In total, 54% of broadband households in Germany and more than 66% of broadband households in Spain and the UK have a web-connected consumer electronics device – including smart TVs, Blu-ray players, games consoles, set-top boxes, DVRs or PVRs, and streaming media devices.
“European consumers continue to seek ways to watch online content on TV,” said Parks Associates director of research, Brett Sappington.
“Google’s Chromecast has recently launched in several European markets, and the use of PC-to-TV connections is far higher in Europe than in the US. Unfortunately, this approach has produced a fragmented user experience. Players in the video market, including pay TV providers, have a real opportunity to differentiate themselves via a compelling, easy-to-use, unified user experience for consumers.”