Streaming films and television shows on connected TV – including STBs, game consoles and smart TVs – is now the most satisfying and preferred viewing method, even before live TV.

Streaming video services and devices are pioneering the digital space at a never-before-seen rate. According to the second year results of the New Living Room study conducted by Crackle in association with Frank N. Magid Associates, viewers are streaming video on a connected TV at a record pace during primetime and more than half of adults surveyed prefer streaming to a connected TV over other devices in the home – including PC, tablet and mobile phone. Additionally, with the influx of VOD services, free on demand networks that take advertising are now gaining preference over subscription services.

“Last year, we saw that streaming video on connected TV devices was outpacing all other non-linear viewing habits – this year’s study surpassed our expectations. Viewer consumption on CTV devices is soaring in popularity not only for individuals, but also overwhelmingly for co-viewing among groups in the living room,” said Eric Berger, Sony Pictures Television EVP of Digital Networks and GM, Crackle.

“The data also clearly supports a strategy of addressing consumer demand with movies, TV series and original programming that are offered free with advertising on all game consoles, streaming boxes and Smart TVs.”

In a national independent survey of 1,200 adults between the ages of 18-49, streaming video across all devices is the second consideration in the evening, right after watching what’s currently airing on TV. While this was true last year, the number of consumers who are streaming video on a connected TV device is on a rapid rise and the preferred viewing method overall.

According to data, 61% stream video weekly – up from 44% last year, with 72% of millennials streaming weekly – up from 52%. 62% of consumers stream to their connected TV (over-the-top devices, smart TV’s and gaming consoles) – up from 54% last year, compared to 48% on their computer, 28% on their tablet and 23% on their mobile phone. Additionally, 57% of consumers increasingly prefer free, ad-supported programming on connected TV over subscription pay-services – up from 51% last year.