Insight ReportRetailTech: Connected TV—Bringing the Store to the Comfort of Your Sofa John Harmon, CFA, Managing Director of Technology Research April 10, 2024 Reasons to ReadConnected 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. Already a subscriber? Log in You are currently viewing a preview of this report. Please select an access option to view the full report. Hide Options - Show Options + Get unlimited access to all our research with one of our subscription plans. View Subscription Plans or Purchase this report. Buy Now This document was generated for Other research you may be interested in: Consumer Sentiment Climbs from July Trough, as Tariff Truce Extended: China Consumer Survey InsightsShoptalk Fall 2025 Day Two: Scaling Pilots, Pivoting with Intelligence and Building Next-Gen Customer ExperiencesInnovator Profile: Chimeable—Generating Authentic Reviews and Scaling User Videos Through Social Media SyndicationThe State of AI: What’s Possible, What’s Theoretical and What It All Means for Retail
