Penetration of internet-connected TVs among U.S. broadband households increased close to 50 percent since 2013, from 50 percent to 74 percent at year-end 2016, new research from The Diffusion Group (TDG) shows. Back in 2004, TDG forecasted that consumer adoption of connected TVs would closely mirror uptake of broadband, and as broadband growth slows, new connected TV user growth would slow as well.
That prediction seems like it is playing out. Connected TV penetration grew 22 percent between 2013 and 2014, and another 15 percent between 2014 and 2015, according to TDG. More recently, it has slowed to 4 percent.
“At 74 percent penetration, connected TV use is squarely in the late mainstream phase of its trajectory,” Michael Greeson, TDG president and director of research says. “Barring any major disruption in TV technology or market conditions, growth will slow each year as the solution reaches saturation.”