More TV Facts

         Findings from Hub Entertainment Research’s Evolution of the TV Set study indicate a disparity between feature availability and consumer awareness, as well as a strong brand awareness lead for Roku over Amazon Fire.

Highlights from the study:

About half of consumers with a 4K TV set have used it to watch 4K content. The top-two reasons for not watching; consumers do not know where to find shows and movies in 4K and they do not believe they have access to 4K content.

Smart TVs are not just for streaming video content; streaming music is a relatively popular Smart TV pastime. The top non-TV application of Smart TVs is music streaming. Nearly four in 10 Smart TV owners use it to stream music and among those who do, a quarter use it for music “all the time” or “often.
Two other Smart TV capabilities have attracted a small, but dedicated group of consumers for checking news, weather, or traffic, and looking at/using social media apps.


In the battle for connected device dominance, consumers are much more familiar with Roku than with Amazon Fire. The majority of consumers (59 per cent) say they know at least something about the Roku brand, and 26 per cent say they know a lot. Fewer than half (43 per cent) are familiar with Fire TV, with only 15 per cent saying they know a lot.

“As smart TVs, connected TVs, connected devices, and TV voice-control devices proliferate, many new services and features have suddenly become available to TV set users,” said David Tice, co-author of the study. “But TV manufacturers and services have a long record of inadequately educating consumers on their offerings.”