The shift from traditional television to app-based streaming continues to grow as smart TVs become the primary means of consuming content for many viewers.

According to a new study by Hub Entertainment Research, over half of all TV viewing sessions are now attributed to smart TV operating systems, indicating a significant shift in the way audiences watch TV.

The Evolution of the TV Set 2024 report shows that 60% of respondents cite a streaming platform as their “most used” TV, a significant increase from 40% in 2020. At the same time, the share of primary TVs connected to traditional cable services has declined, now at 38%, down from 52% in 2020.

When turning on their TV, 38% of viewers are greeted by the apps installed on their smart TV’s home screen, while 27% see the home screen of an external media player such as Roku or Apple TV. Only 19% watch an ongoing show from a cable provider, suggesting that content discovery is increasingly happening through app interfaces rather than traditional channels.

The study also shows that half of respondents usually open a dedicated app like Netflix to start watching, while the other half rely on features built into their smart TVs. Specifically, 26% select recommended content on the home screen and 24% use the universal search function to browse all available services.

This trend of smart TV dominance extends to app installation and use. More than half of respondents (51%) said they install a new app recommended by their smart TV’s operating system during setup, and nearly 47% said they rarely or never add additional apps after the initial setup. The preference to keep the same operating system when purchasing new TVs is also strong, with 79% saying they would keep the same operating system when purchasing a new TV.

Commenting on these findings, Jason Platt Zolov, senior consultant at Hub, said: “You can’t underestimate the power of what people see first when they turn on the TV. Smart TVs are clearly evolving into technology hubs for the home, giving programmers and advertisers more opportunities to collaborate with TV manufacturers in compelling ways that will only increase viewer engagement.”

The results are based on a survey of 2,517 U.S. consumers ages 16 to 74 conducted in May 2024.

The report, part of Hub’s ongoing Entertainment + Technology Tracker series, highlights the growing influence of smart TV operating systems on the way consumers discover and watch content. A free excerpt of the findings is available on Hub’s website.