The second annual New Living Room study – conducted by Crackle in association with Frank N. Magid Associates – found that more than half the adults surveyed said they prefer to stream content to a connected TV than to other devices in the home – including PCs, tablets and mobile phones.
“Last year, we saw that streaming video on connected TV devices was outpacing all other non-linear viewing habits – this year’s study surpassed our expectations,” said Eric Berger, general manager of Crackle and executive vice president of digital networks for Sony Pictures Television.
“Viewer consumption on connected TV devices is soaring in popularity not only for individuals, but also overwhelmingly for co-viewing among groups in the living room.”
According to the US research, 62% of consumers now stream to their connected TV – either through a smart TV, via over-the-top devices or on games consoles – up from 54% last year.
The figure compares to 48% of people who stream content on their computer, 28% on their tablet and 23% on their mobile phone.
In total, 61% of the people polled stream video weekly, up from 44% last year. Among millennials, the figure was even higher, with 72% streaming weekly, up from 52% last year.
Crackle also claimed that 57% of consumers increasingly prefer free, ad-supported programming on connected TV over subscription, pay-services.