New research from The Diffusion Group, based in Plano, Texas, has discovered that nearly three in four American households that have broadband are also connected to the internet. The penetration of Internet-connected TVs among US broadband households has increased nearly 50% since 2013, from 50% to 74% at year-end 2016.
According to The Diffusion Group, today’s TV and video viewing experiences are infinitely more complex than those of just a decade ago. No longer restricted to the parameters of in-home broadcast and cable, they are the product of diverse yet interrelated variables that span content, conduits, and consumption. Collectively, these elements comprise the foundation of a complex ecosystem that, in theory, provides universal access and highly-personalized media experiences. True quantum media, just as TDG first foresaw in 2006.
In these rapidly evolving markets, keeping pace with change is difficult, much less predicting the nature of change years before it manifests. As TDG Members will testify, this is precisely what we do: combine a deep awareness of the present with an uncanny eye for what’s next. For more than 12 years, TDG’s insights have for proven beneficial to the world’s top technology providers, the largest Hollywood studios, the larger incumbent TV operators, and an array of cutting-edge broadband video enablers.
Founded in 2004, TDG continues its long history of deep primary research and accurate market forecasting on the connected consumer and video behavior. The most recent data regarding connected TV use was drawn from TDG’s annual study, Video Behavior in the Age of Quantum Media, which is now available for public purchase. A survey of nearly 2,000 US adult broadband users fielded in early December 2016, the study offers insights into video habits and preferences across multiple conduits, multiple screens, and multiple contexts.
As TDG first noted in 2004, the diffusion of connected TVs would closely follow broadband uptake, and as broadband growth begins to slow, so too does the number of new connected-TV users. According to Michael Greeson, President of The Diffusion Group, “At 74% penetration, connected TV use is squarely in the Late Mainstream phase of its trajectory. Barring any major disruption in TV technology or market conditions, growth will slow each year as the solution reaches saturation.”
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