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US budgets now have an average of two smart TVs, whereby LG and Samsung remain the most frequently used brands according to new research results from Hub Entertainment Research.
However, Roku and FiretV have significant growth in use, based on the 2025 study “Evolution of the TV set” of the company.
Samsung and LG are still the top brands that are cited for the primary television devices of the users, while Vizio and Sony follow in a secondary level. Roku use in most television devices used doubled from the previous year to 8 percent and fire television rose to 5 percent.
The study under 2,528 US consumers between the ages of 16 and 74 showed that Smart TVs are increasingly being used for more than just for traditional television. Almost half of the users report that music listens to music on their television and functions such as video calls and door class camera monitoring are used.
More than a third of the respondents keep their TVs, even if they do not actively watch and reflect their integration into the daily routines.
The study also states that the interface of TV operating systems plays a key role in the search for the content of the audience. Most users first encounter start screen apps when they turn on their TVs, even among those who still subscribe to the cable.
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The universal search for content remains a challenge, with users report difficulties that navigate across services.
Hub's research work notes that the introduction of recommendations from AI-driven recommendations can help to address these problems. More than half of the users who already come into contact with AI functions are interested in improved content coverage through artificial intelligence.
“Without a single TV operating system that dominates the market, everyone has the opportunity to better promote streaming services and improvements in the AI display in order to make things easier for viewers,” said Jason Platt Zolov, Senior Consultant at Hub. “The challenge of finding a good show to see it is not just about too many services to choose from. It is about finding a TV operating system that simplifies these options in a way.”
The report is part of the “Entertainment & Tech Tracker” -Syndized series from Hub, and a free extract is available on the company's website.
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