Smart TVs and Speakers Now in Over Half of Broadband Homes

Smart TVs and smart speakers/displays have reached penetration rates of 56% and 53%, respectively, in U.S. broadband homes, according to Parks Associates.

First quarter purchase intentions usually are depressed due to the ending of the holiday season, Parks noted in a press release. However, purchase intentions were elevated this year because of the increased amount of time people spent at home during 2020. This led to heightened perceived value of all devices related to connected entertainment.

Parks suggests that during the first quarter of 2021, an average of eight to 10 connected consumer electronics devices were owned in U.S. broadband households. The number was lower but still between eight and 10 during the second quarter of 2019, about eight in the first quarter of 2017 and between seven and eight in the first quarter of 2015.

Parks Associates’ Senior Analyst Paul Erickson said that consumer electronics device manufacturers should consider product strategies that take into account consumers’ increased use of home devices for work and for streaming entertainment. While mobility remains a key capability in consumer devices, “consumers now see renewed value in at-home work and lifestyle use cases,” he said.

Smart TVs and Speakers in Broadband Homes

The data about smart TVs and smart speakers in broadband homes was issued by Parks Associates’ Consumer Electronics Dashboard, which is part of the firm’s Consumer Insights Dashboard. Parks surveys 10,000 US broadband households quarterly to track adoption of home devices and services.

Erickson suggests that the growth in smart TVs and smart speakers will continue. “Big announcements in the smart TV space by Amazon and Comcast are evidence of where the home entertainment market is headed,” he said in the press release. “TVs are now consumers’ most common video centerpiece in the home, and technology powerhouses are vying to own this point of entertainment aggregation – and all the data that goes with it – by controlling the platform itself. The competition now is not just about providing access to entertainment, it’s also about adding increasing value to the platform through features such as voice assistants, smart home integration, and better user experiences. Smart TVs are now seen as a key anchor device for ecosystem penetration into today’s broadband households.”


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