Over 75% of UK Viewers Use Built-in Apps on Smart TVs – Is Your Content Discovery Strategy Tuned In to Capitalise on this Trend

Smart TV ownership in the UK has steadily increased, driven by advanced technologies, streaming services, and changing consumer preferences. As of Q2 2024, 76.5% of respondents own a smart TV, up from 73.6% in Q2 2023. Recent purchases have declined, with only 22% of respondents buying a smart TV in the last six months, but 14.4% plan to buy one by the end of 2024.

Consumers choose smart TVs for their great image quality, affordability, and built-in streaming apps. In Q2 2024, 75.7% of respondents used built-in apps, up from 54.4% year-over-year, driven by ease of use and convenience, despite some performance issues.

One of the standout findings from the report is the consistent growth in viewership. Despite the myriad of entertainment options available, traditional TV viewing remains robust, with an average of 3.8 hours per day. This indicates that smart TVs continue to play a central role in daily entertainment.

Smart TVs are becoming essential for consumers who value convenience and a streamlined viewing experience. The report highlights that 61% of UK viewers switch between more than one app during a typical viewing session. This trend underscores the importance of smart TVs with robust app ecosystems, enabling users to effortlessly navigate between services and free ad-supported platforms (FAST).

With over 75% of UK viewers now using built-in apps on their smart TVs, it's crucial for content providers to refine their content discovery strategies. Ensuring that your content is easily accessible and discoverable on these platforms can significantly enhance viewer engagement and satisfaction.

Download the full report to learn more about smart TV ownership and purchasing trends.

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