Smart TV market share grows significantly

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 08, 2021, 4:22 PM UTC

Q4 2020 saw Smart TV viewership time increased by 157%, accounting for 17% of overall viewership time.

Though smart TV viewership time increased by 157% in Q4 2020, CTV devices like the streaming sticks from Roku and Amazon continue to be the primary way people stream content on TV. CTV devices accounted for 49% of the time people spent streaming video globally.

But, a significant share of that growth is attributed to smart TV makers. Though Samsung, LG and Vizio operate their platforms, many TV manufacturers like Sony are powered by platforms like Amazon, Roku and Google.

A recent Conviva report found Amazon and Roku collectively represent 50% of TV streaming viewership, while Samsung holds 11% and Vizio at 3%. TV makers like Samsung are signing distribution deals of their own like Roku to capture a more significant share of the streaming market.

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