RetailTech: Connected TV—Bringing the Store to the Comfort of Your Sofa

Published – April 2024

Connected TV (also known as CTV) includes smart TVs with apps that enable the consumption of streaming services and those that are connected to sticks or set-top boxes (STBs). This exciting new area is growing in the US and is attracting attention for its opportunities for retail.

We discuss connected TV and consider Walmart’s recent $2.3 billion offer to acquire consumer-electronics company Vizio, which would produce one of the first retailer-consumer electronics combinations and could potentially shake up both retail and TV tech.

This report is part of our RetailTech series, which explores developments, insights and implications related to established and emerging technologies that are shaping the retail landscape.

Data in this research report include:

• US Internet-connected TV penetration rate, 2014–2023

Introduction

RetailTech—Connected TV: Coresight Research Analysis

1. The Majority of US TVs Are Connected
2. Walmart Can Gain Access to Consumers’ Living Rooms via Its Offer To Acquire Vizio
3. T-Commerce Is in the Early Stages, but the Personalization and Commerce Opportunities Are Huge

What We Think

• Implications for Brands/Retailers
• Implications for Technology Vendors
• Impacts for AI

Notes

5-page PDF report

Amazon, Apple, LG Electronics, Roku, Samsung Electronics, Vizio, Walmart

1. US Internet-Connected TV Penetration Rate (% of Households)