[eMarketer] Smart TVs are the most popular CTV devices in the US

Smart TVs are the most popular connected TV (CTV) device in the US, finding a home in 59% of households with these devices. Some 30% use Amazon Fire TV’s streaming sticks and boxes, while 28% use those of Roku.

Across the country, 109.3 million households will use a connected TV this year, accounting for 83.6% of total households, per our estimates.

eMarketer projects that the Amazon Fire TV user base will grow as a share of CTV users and top 50% in 2026, while smart TV’s share will hover around 60% over the next few years.