Typical American Household Owns Two Smart TVs on Average
In the ever-evolving world of entertainment, smart TVs and connected TV (CTV) devices have become the primary means for people to discover content. According to the latest findings from Hub Entertainment Research's annual "Evolution of the TV Set" study, conducted in May 2025, Samsung and LG continue to dominate the smart TV market, while Roku and Amazon Fire TV lead the CTV device segment.
As of mid-2025, Samsung remains the leading TV brand in the United States by ownership, holding the top spot among U.S. consumers. Samsung's strength lies in its wide product range, including QLED and OLED smart TVs with proprietary Tizen OS. Roku, on the other hand, dominates the connected TV device market in the U.S. with a 38% market share, leading in Mexico and the UK in their respective markets. Amazon Fire TV, a significant player in the streaming device sector, remains a key competitor, though exact market share details relative to Roku in early 2025 are less defined.
The U.S. smart TV market size reached USD 71.7 billion in 2024, and it is forecast to grow up to USD 85.1 billion by 2033, driven by streaming technology advancements and consumer demand for high-definition and interactive features. Roku's platform adoption by multiple TV makers and sustained device market leadership from 2024 into 2025 indicate an increase in Roku's market share in the CTV segment. Samsung's position as the top TV brand in the U.S. has remained steady, supported by product innovations including QLED and 4K OLED TVs.
LG continues to innovate with OLED and smart TV features, likely maintaining a solid market presence. Fire TV remains a strong alternative streaming platform but seems to trail Roku in device market share in 2025. Vizio and Sony are a strong second tier in the smart TV market, following Samsung and LG.
More than ever, TVs are used for more than just TV viewing. 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. Most viewers first see home screen apps when they turn on their TVs, highlighting the importance of new features, particularly in the area of content discovery, as a way for set-makers to gain market share.
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. This is according to Jason Platt Zolov, senior consultant at Hub. Even for cable subscribers, the app-centric world is now the norm.
The report is part of the "Entertainment & Tech Tracker" syndicated report series. The findings are from Hub's 2025 "Evolution of TV Set" report, based on a survey of 2,528 US consumers. Roku usage doubled to 8% among most-used TV sets in the study, significant growth since 2024. FireTV usage increased to 5% among most-used TV sets in the study, also showing significant growth since 2024.
The smart TV market continues to grow in value, driven by streaming tech, interactive features, and partnerships with content providers, enhancing the market positions of these key players. However, universal search features have generally fallen short for users due to usability challenges, offering hope for AI-driven recommendations to solve content discovery issues. More than half of current AI users are interested in AI-powered TV enhancements, indicating a promising future for the industry.
IP technology plays a crucial role in enabling streaming services on gadgets like smart TVs and connected TV devices, facilitating video content delivery. Roku's expansion, evident through its doubled usage of 8% among most-used TV sets in the study, underscores the potential of AI-driven recommendations in streamlining content discovery. Samsung's proprietary Tizen OS, seen in its QLED and OLED smart TVs, demonstrates the role of technology in enhancing content streaming experiences.
