In 2024, the Shift to Streaming Only Continued

In our screen-centric age awash in unlimited entertainment opportunities, the phrase “watching TV” can mean a lot of different things, from the traditional version of sitting on a couch and staring at an actual television set to streaming Netflix on a mobile device while in public transit — and everything in between. 

For the time being, it’s easiest to use the phrase of yore despite the fact that the way we consume content has fundamentally changed. The act of watching traditional TV via cable, satellite or over-the-air antenna isn’t dead yet, but the clock may be ticking: Inscape data reveals that over the last few years, the share of smart TVs that are only streaming content is steadily inching up, and hit a record high of 61% this year.

When it comes to live, linear viewing, traditional inputs still dominate. But thanks to various smart TV apps that provide access to what’s currently airing on broadcast and cable networks, streaming’s share of that viewing time is also on the rise, increasing from under 16% in 2022 to nearly 28% these days. 

Speaking of apps, the average number being used per smart TV has been completely stable at 5.5 for the last year. Clearly viewers have settled on how many apps they’re willing to use on a regular basis, which makes the smart TV home screen real estate all the more valuable. 

For more smart TV insights and market trends, download Inscape’s latest report here.