Smart TV Demographics: 60 User Facts & Numbers [2023]

But exactly is buying smart TVs? Is it just tech-savvy millennials, or are older generations getting in on the action too?

In this post, we’ll take a look at the demographics of smart TV users.

Let’s dive in.

Quick Demographic Facts About Smart TV Owners

  • In 2022, 70% of respondents aged 18 to 29 years stated that they owned a smart TV.
  • Approximately 38% of smart TV owners are in the 25-44 age bracket.
  • Nearly 46% of smart TV owners possess a Bachelor’s degree or higher. This exceeds the national average, as fewer than one-third of Americans ages 25 and up have a Bachelor’s degree.
  • Around 15% of smart TV owners belong to the top 10% of the country’s socio-economic demographic.
  • The number of Smart TV users in the US has increased between 2016 and 2019.
  • Smart TV household penetration in the US rose consistently from 2012 to 2019.
  • The growth and wide adoption of smart TVs have contributed to an increase in time spent using connected TV devices in the United States, particularly in the third quarter of 2020.

The data reflects the growing popularity of smart TVs, with higher adoption rates among younger and more educated demographics.

Here are the demographics of Apple TV users.

Age Demographics of Smart TV Owners

Age Group Percentage of Smart TV Users
18-24 13%
25-34 27%
35-44 21%
45-54 20%
55-64 13%
65+ 6%
  • A 2022 survey revealed a significant percentage of American households own a connected or smart TV across all age groups.
  • The 18-34 age group had the lowest percentage of connected or smart TV ownership compared to other age groups.

In the United States, connected or smart TV ownership is prevalent across all age groups. Key findings include:

  • Over one-third of respondents in every age group reported owning a connected or smart TV.
  • Nearly two-thirds of CTV viewers were between the ages of 18 and 34 years old.
  • Smartphone ownership has grown significantly, with 68% of adults owning a smartphone in 2022, almost double the 35% measured in mid-2011.

Regarding daily usage of connected devices to watch TV:

  • 54% of the 18-34 age demographic said they use connected devices on a daily basis.

The data highlights the widespread adoption of smart TVs and connected devices across various age groups, with younger viewers making up a significant portion of the connected TV audience.

Gender Demographics of Smart TV Owners

Gender Percentage of Smart TV Users
Male 55%
Female 45%

In the United States, smart TV ownership varies slightly between genders.

  • 75% of males own either a smart TV or a smart TV plug-in.
  • Female smart TV or plug-in ownership is slightly lower at 68%.

When examining daily TV consumption:

  • Women spent an average of 2.69 hours per day watching television in 2021.
  • Men watched more TV on average, increasing their daily consumption from 2.64 hours in 2019 to an unspecified number in 2021.

These statistics show that smart TV ownership is more prevalent among men, and that television consumption is higher on average for men compared to women. However, women have also seen an increase in TV consumption over the years.

Ethnicity Demographics of Smart TV Owners

  • 97% of Asian American TV households in the United States owned a smartphone
  • 89% of Asian American TV households owned a computer
  • 65% of Asian American TV households had an enabled smart TV

There are no differences in smartphone ownership among different racial and ethnic groups in the U.S. Cellular phones have reached near saturation levels for some groups, with 92% of American adults owning a cellphone.

Education Level Demographics

In the context of Smart TV ownership in the United States, there is a disparity among different education levels.

  • 62% of college graduates own a tablet, while only 35% of those with a high school diploma and 19% who have not completed high school own one. This shows a significant gap in device ownership based on educational attainment.
  • Parental education plays a role in children’s use of social media sites on digital devices. For example, 19% of parents with a high school education or less, having a child age 11 or younger, report their child uses TikTok, compared to only 6% of those with a postgraduate degree.
  • Similar trends have been observed for children’s use of Snapchat and Facebook, suggesting a correlation between parental education levels and the type of social media platforms children engage with through digital devices, including Smart TVs.

The data indicates that education level is a notable factor in both Smart TV ownership and the use of various digital platforms among different demographic groups.

Other Interesting Facts About Smart TV Owners

  • Smart TV penetration in the US was 54% in 2020.
  • The global smart TV market size was valued at $135.51 billion in 2019.
  • In 2020, the number of smart TV users worldwide was approximately 824 million.
  • 90% of US households own a TV, and 50% of them are smart TVs.
  • 80% of TV households in the US had at least one connected TV device in 2020.
  • The most popular smart TV operating system in the US is Roku, followed by Samsung and LG.
  • In 2020, the average time spent watching TV was 3 hours and 47 minutes per day.
  • 54% of US smart TV users have downloaded an app on their TV.
  • 52% of US smart TV users stream content every day.
  • Netflix is the most popular streaming app on smart TVs in the US.
  • The most common reason for purchasing a smart TV is to access streaming content.
  • 55% of US smart TV owners use their TV to watch live TV.
  • 44% of US smart TV owners use voice commands to control their TV.
  • 58% of US smart TV owners use their TV to play video games.
  • 39% of US smart TV owners use their TV to access the internet.
  • 49% of US smart TV owners watch sports on their TV.
  • The smart TV market is projected to reach $293 billion by 2025.
  • Smart TVs are expected to make up 70% of global TV shipments by 2025.
  • In 2020, 50% of smart TV owners were millennials.
  • In the US, smart TV ownership is highest among households with an income of $75,000 or more.
  • 30% of US smart TV users have cut the cord and don’t subscribe to traditional pay-TV services.
  • Smart TV ownership in the US is highest in the Western region, at 63%.
  • In 2020, 70% of all TV streaming hours in the US were on a TV set.
  • 77% of US smart TV owners have a Netflix subscription.
  • 56% of US smart TV owners have an Amazon Prime subscription.
  • 60% of US smart TV owners have a cable or satellite TV subscription.
  • The smart TV market is expected to grow at a CAGR of 21.5% from 2020 to 2027.
  • The smart TV market in China is expected to reach $43.4 billion by 2025.
  • In 2020, LG was the leading smart TV vendor in the US, followed by Samsung and Vizio.
  • Smart TVs are becoming more popular in emerging markets, with growth expected in countries such as India, Indonesia, and Brazil.

The data provided indicates significant growth in smart TV ownership and usage, particularly among younger age groups. This demonstrates a shift in the way people consume media and highlights the importance of connected devices in modern households.


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