New data confirms nearly a third of UK connected TV households use Samsung’s Tizen platform.
Research by Strategy Analytics has found that the Samsung Smart TV platform rules the roost, coming ahead of platforms operated by Amazon, Sony and LG. 30% of UK households are able to access smart TV services and apps via at least one device running Tizen.
Samsung Smart TV (Tizen) 30%
Amazon (Fire OS) 19%
Sony PlayStation 18%
LG Smart TV (WebOS) 13%
Google Android TV 10%
TOP 5 | Smart TV platform penetration in % of UK households 2020 (Strategy Analytics)
Some households may have multiple connected devices on different platforms.
The number of UK households using connected TV devices reached 19.2 million by the end of 2020, or 68% of all households, compared to 17.3 million in 2019. The average connected TV household owns 2.8 connected TV devices. Google’s Android TV, Roku and Amazon’s Fire OS were the fastest growing TV streaming platforms in percentage terms in 2020.
David Mercer, Principal Analyst and the report’s author said “Streaming video users can switch relatively easily between different platforms and devices, and this makes understanding user behaviour and choice motivations particularly challenging. Samsung and Amazon may be making all the running at the moment, but barriers to entry are relatively low. Media companies should carefully track the emergence of competing CTV platforms in order to avoid low return investments and ensure audience reach is maximized.”