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Dedicated streaming media devices were probably always destined to be more a fad than a game changer. A big reason for this is streaming apps. As apps became more robust, they could be ported to almost any computing device, most notably smartphones and smart TVs. These devices, along with PCs and tablets, effectively neutered any chance dedicated streaming devices had at becoming “must have” items. That trend still rings true today as consumers prefer multifunction devices to satisfy their entertainment needs.
This blog post presents the findings of a survey conducted by 451 Research by S&P Global, which asked US consumers about their streaming device usage and planned buying.
Multifunction devices are the preferred way to stream
Convenience and mobility are perhaps the best way to describe consumer preferences for how to stream online video.
While more than eight in 10 respondents (85%) say they use some type of device to stream online video content, multifunction devices in particular rule the roost.
Smartphones (46%), smart TVs (37%) and laptops/desktops (32%) are the most preferred devices for streaming, along with tablets (23%) and video game consoles (13%). Roku (24%) and Amazon Fire TV/Stick (18%) are the only dedicated streaming devices in the double digits.
Age plays a role in device preferences
Smartphones are the top overall streaming device among three of the five generational age brackets, with the highest usage among Gen Z (61%) and millennials (59%). These two cohorts also have the highest usage of laptops/desktops (Gen Z 43%; millennials 38%), video game consoles (Gen Z 32%; millennials 27%) and Apple TV (Gen Z 15%; millennials 15%) for streaming. Millennials are the biggest users of tablets (30%) and Amazon Fire TV/Stick (21%) as well, while Gen Xers use smart TVs (39%) the most. Millennials (27%), Gen X (26%) and Gen Z (26%) all use Roku devices at similar rates.
Cost is less of a factor
Nowadays, it’s unusual to hear that cost isn’t a big factor in something, but multifunction devices level the playing field in terms of being able to access streaming content.
While a larger percentage of higher-income households (more than $100,000 per year; 87%) own at least one streaming device than lower-income households (less than $50,000 per year; 84%), it’s one of the narrowest gaps in our consumer tech surveys.
Smartphones (45% versus 48%), smart TVs (42% versus 31%) and laptops/desktops (35% versus 30%) are ubiquitous enough across both income groups that they essentially negate any additional cost that would have been incurred if those households had to purchase stand-alone streaming devices to access content.
Consumers use their streaming devices daily
When asked how often they use their streaming devices, the largest portion of consumers said it’s at least once daily (62%), while another 22% said it’s a few times a week. Generally speaking, consumers engage with multiple sources of streaming media, including paid services, free services, short-form content (under 10 minutes) and long-form content (10 minutes and longer). This creates a dynamic viewing experience that can encompass different types of engagement across devices. Interestingly, millennials (88%) and Gen X (86%) use their devices for streaming with similar levels of frequency, while Gen Z (82%), baby boomers (79%) and the Silent/Greatest Generation (75%) trail behind a bit.
Streaming device purchasing environment is slightly improved from last year
A healthy 20% of respondents expect to buy a new streaming media device within the next 12 months, which is a little higher than 2025’s second-quarter survey. Demand is most pronounced among Gen Z (34%) and millennials (32%), and most of the focus remains on refreshing multifunction devices like smartphones (31%) and laptop/desktops (23%). Still, there is some interest in purchasing Apple TV (23%), Amazon Fire TV/Stick (21%) or Roku streaming player (20%) devices.
The Smart Home Era is Here
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