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

What's Inside

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

Companies mentioned in this report include: Amazon, Apple, LG Electronics, Roku, Samsung Electronics, Vizio, Walmart

Other relevant research:

• Visit the Coresight Research Retail Technology Hub to explore reports, data and competitive landscapes on technology.