Smart speakers with voice assistants to reach 47% by 2022

According to Parks Associates, smart speakers with voice assistants will reach 47% of U.S. broadband households by 2022. The research ...

Streaming media players near 40% penetration
Streaming media players near 40% penetration

According to Parks Associates, smart speakers with voice assistants will reach 47% of U.S. broadband households by 2022. The research house says 55% of U.S. broadband households find voice control of connected entertainment devices to be appealing, which is driving adoption and usage of voice control devices and apps.

"Voice control factors into the consumer purchase decision - 43% of U.S. broadband households consider voice control an important feature when selecting their next streaming media player or smart TV," said Craig Leslie, senior research analyst at Parks. "Voice is becoming a common feature in connected entertainment devices. Best Buy is planning multiple new Insignia Fire TV Editions with a voice remote, and Roku is integrating Google Assistant voice commands in its streaming boxes, sticks, and Roku TVs. Even set-top box makers are ramping up their voice control offerings in response to pay TV provider demand."

U.S. broadband households that use a voice-enabled assistant app or device are interested most in simple functions via voice - 50% are interested in turning the TV on and off, and 37% are interested in controlling the volume.

"Success will ultimately depend on voice being an effortless user experience that is superior to pushing a button. If consumers have to think about it, they will quickly revert back to their original use patterns," said Brett Sappington, senior research director at Parks. "Service providers are increasingly deploying voice control solutions to keep pace with consumer trends and retain ownership of the viewer experience. If deployed correctly, voice has the potential to increase engagement and impact subscriber churn."

Other findings indicate:

  • 45% of households rated a unified interface as being important when making their next streaming media player or smart TV purchasing decision.
  • Current use of voice control for video is in its infancy - only 3% of U.S. broadband households report using voice commands when watching a movie or TV program.
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