The 2025 Evolution of the TV Set study tracks growth in the TV market, and reveals opportunities for brands.
Hub Entertainment Research has released its 2025 “Evolution of the TV Set” study, painting a picture of the current TV landscape and revealing opportunities for brands looking to leverage gaps in the market. According to the study, US homes now own an average of two smart TVs, with the majority being LG and Samsung. Vizio and Sony make up a strong second tier, and Roku and FireTVs made some of the most significant growth over the last year. Roku usage doubled to 8% since 2024 and FireTVs increased to 5%.
Another key finding of the study is that TVs are now being used for more than just TV viewing. More than a third of users say they keep their TVs on whether or not they are sitting in front of it. Non-TV features like music-listening (done by nearly half of users) and smart device connectivity like video calls and doorbell monitoring continue to be big growth opportunities for users.
Interestingly, universal search features to find content across services have generally fallen short for users, hampered by usability challenges. The rise of AI driven recommendations help solve for content discovery, as more than half of current AI users are interested in AI-powered TV enhancements to help them find and watch the shows they love.
“Without a single TV operating system dominating the market, each has the opportunity to better promote streaming services and AI-viewing enhancements to make things easier for viewers,” says Jason Platt Zolov, Senior Consultant at Hub. “The challenge of finding a good show to watch is not just about too many services to choose from; it’s about finding a TV operating system that simplifies those choices in a way that works.”
SOURCE: TWICE