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As of February 2022, nearly 30% US households with Wi-Fi had an Amazon Fire TV device. More than 20% owned an Echo smart speaker, Fire tablet, or both.
Beyond the chart: Prime Day is just around the corner, and more households will likely pick up an Amazon device of their own, enticed by the steep discounts that the company uses to promote its electronics each year. Per Comscore Connected Home, 31.2 million US households used an Amazon Fire TV device this past February, a sizable slice of the 87.6 million US households that we expect will have a Prime membership in 2022. That leaves more than 50 million Prime households still outside the reach of the devices’ shoppable video ads.
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