Pay-TV subs prefer HDTVs; 4K/UHD awareness on the rise in US

Pay-TV households in the United States have a significantly higher rate of high-definition TV ownership (89%) than do non-pay-TV households (67%), a new study found.

The consumer study, from Leichtman Research Group, also found that the awareness and interest in 4K/UHD TV is accelerating, with 41% of U.S. adults saying they’ve heard of 4K – up from 30% a year ago – and about one-quarter (26%) saying they’d be interested in buying one.

HDTV sets have become almost ubiquitous in the U.S., LRG said, with some 81% of all households having at least one high-definition set. That’s more than 76% higher than just five years ago when only 46% of households have an HDTV. More than half (52%) of homes had multiple sets, up more than 205% over the past five years.

“While HDTV now seems commonplace in the U.S., much of the growth of HD has come in recent years,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group. “Over the past five years, more than one-third of all US households got their first HDTV, and HDTV’s share of TV sets used in U.S. households grew from about 24% to 65%.”

Including non-HDTV households, 65% of all television sets used in U.S. households are HDTVs – up from 24% in 2009, and just 3% in 2004.

More than one-half (52%) of households who’ve bought a TV in the past year have purchased a smart TV, and 38% of those households have a connected smart TV.

LRG said about 11% of all TVs used in US households are connected Smart TVs.

The study, in its 12th year, surveyed some 1,231 U.S. households.

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn