In-Stat research says over 60 percent of households with a connected TV use a TV app at least once per week. Not surprisingly, Netflix and YouTube are the most popular apps – but interest seems to be growing in the competition.
“As Netflix competitors become more numerous and as applications are optimized for the big screen, TV apps will become part of the mainstream TV viewing experience,” says Keith Nissen, research director at InStat.
However, it noted, apps are still not the primary reason to buying these sets. Content is. And even though people are using the sets to stream films and other programming, it doesn't seem to make them more inclined to buy online video content.
That's likely part of the reason services like Amazon and Wal-Mart have shifted to an all-you-can-eat model.
Among the other findings and predictions by the company:
* Shipments of connected TVs with integrated TV applications will grow by an average 36% over the next five years.
* 22% of US households with broadband already own an HDTV with integrated TV apps.
* The viewing of DVR recorded TV programming does not lead to the adoption of free VOD services from a pay TV operator.
* Consumers favoring subscriptions to both pay-TV and online video services rose from 18% to 30% during 2010, contributing to the continued growth of Netflix.