Data Drop: 5 Charts on CTV Users by Device

Roku Leads Among Individual Brands, but Smart TVs Lead Overall

Report by Ethan Cramer-Flood | UPDATED: Nov 18, 2024

Over two-thirds of the US population are connected TV (CTV) users, and by 2028 the number of users will cross 250 million. However, the way in which all those users access CTV content varies widely. Here are five charts that reveal the scale and outlook for CTV from the perspective of its access points.

CTV usage is enormous, though user growth has slowed

More people in the US use CTVs than watch traditional TV or use social media. CTV has become the primary gateway for popular OTT video streaming services, as well as a conduit for digital audio, gaming, and even accessing linear TV (via digital TV providers, formerly known as vMVPDs). This degree of success will mean limited topline CTV user growth going forward.

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Charts in This Report

US Connected TV Users, 2022-2028 (millions, % change, and % of population)US Connected TV Households vs. Traditional Pay TV Households, 2018-2028 (% of total households)

US Roku Users, 2022-2028 (millions, % change, and % of connected TV users)US Smart TV Users, 2022-2028 (millions, % change, and % of connected TV users)

First Published on Apr 15, 2024