Smart home adoption is creating new setup and support headaches

Horowitz Research says 4 in 10 U.S. consumers now own smart home devices, but many are struggling to manage a growing mix of brands, platforms and apps. The findings point to a new opportunity for connectivity providers to offer simpler control, better setup help and whole-home management tools.

Why it matters: - Smart home adoption is rising, but the day-to-day burden of setup, troubleshooting and device coordination is rising with it. - The findings suggest consumers want fewer apps, more centralized control and stronger support as connected-home systems get bigger and more complex. - Connectivity providers could use those pain points to differentiate with whole-home management services.

What happened: - Horowitz Research’s State of Media, Entertainment, and Tech: Subscriptions 2026 study found that four in 10 U.S. consumers own smart home devices. - Among smart-home owners, 55% report owning doorbells, cameras and locks. - Smart TVs are owned by 44% of smart-home users, and sound systems by 42%. - Half of smart homeowners say they could not go back to life without their smart devices.

The details: - Two-thirds of smart homeowners say the devices make their lives easier. - Nearly one-third, or 32%, say smart devices are confusing to set up or use. - 53% want better technical support for setup and troubleshooting. - 50% want a centralized view of all connected devices so they can see what is connected and functioning properly. - Alexa remains the most commonly used smart home control platform at 46%. - Many households also use Apple HomeKit, Google Home, Samsung SmartThings and individual device apps. - The report says the study also covers consumer attitudes and behaviors across home internet, mobile, streaming and connected technologies. - The benchmark study tracks pay TV, streaming, home internet, mobile and smart home markets. - The study looks at adoption, satisfaction, bundling behaviors and future intentions across MVPDs, vMVPDs, SVOD services, home internet providers, mobile plans, smart TV operating systems, streaming devices and connected home technologies. - The report is available at more information. - Buyers can contact Adriana Waterston at adrianaw@horowitzresearch.com to purchase the report, schedule an interview with an analyst or request specific data.

Between the lines: - The biggest issue is not adoption anymore; it is coordination across brands, platforms and support systems. - Waterston said consumers want a simpler, more seamless experience with easier setup, centralized control and better support across the growing number of connected devices in their homes. - Waterston also said better standards across home internet device manufacturers are essential. - Waterston said a whole-home management solution from connectivity providers would help keep devices connected, updated and communicating with each other.

What's next: - Horowitz Research is positioning the study as a tool for companies looking to spot changing consumer expectations and identify product opportunities. - Connectivity providers and device makers may face more pressure to unify control, simplify onboarding and improve cross-device compatibility. - The broader smart-home market may keep growing, but consumer frustration could shape which platforms and services win.