55.4% of Britons are smart TV owners in 2021, up from 49.6% in 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 27, 2021, 2:34 AM UTC

Smart TV ownership is up, as per The Global Media Intelligence Report by Insider Intelligence, Publicis Media-Starcom and GWI.

As Britons abandon larger-screen PCs and Tablets, UK smart TV ownership grew to 55.4% in 2021, compared to 49.6% in 2020. While 96.1% of Britons own a smartphone in 2021, the ownership of desktop/laptops dropped from 80.1% in 2020 to 77.1% in 2021.

Despite over 86% of UK internet users having watched live TV in the month prior to the survey, the percentage of internet users watching digital video currently outnumbers those watching live TV. Consumption of digital video has exceeded broadcast TV in many countries.

GWI's Jason Mander states the pandemic has been a “major influence on both media consumption and device ownership.” The article suggests that larger screen devices may be bumped down to a secondary role.

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