Connected TVs take off and streaming makes the leap into the living room

Streaming no longer lives on the laptop’s lap. As connected TVs proliferate and interfaces grow smarter, the big screen has become streaming’s default stage, reshaping content discovery, advertising, and how families watch together in the living room.

The big-screen shift

The living room has always promised comfort, but connected TVs are turning that comfort into their own ecosystem. Today’s home screens don’t just list apps; they curate viewing paths with rows that blend platforms, genres, and personal preferences. Nowadays, viewers have to browse a single, TV-first layer that learns what they like and when they watch, instead of searching in different services and channels. This shift is reducing friction and expanding time spent on the big screen, critical for streamers chasing loyalt