Consumers want best of both worlds
March 11, 2010
Consumers want their Internet TV, according to market research firm In-Stat. Based on In-Stat's new multi-client research, 26 per cent of US consumer respondents report viewing Internet TV more than once per week. However, rather than a substitute for traditional pay-TV services, consumers want Over-the-Top (OTT) Internet video to compliment traditional TV offerings.
“Consumers want the best of both worlds: Pay-TV and OTT Video,” notes Keith Nissen, In-Stat analyst and author of the report – OTT Video Platforms, Devices, and Consumer Expectations. “Nearly forty per cent of consumer broadband household respondents want a combination of linear and on-demand TV, and nearly three quarters want to acquire all their video content from their pay TV operator.”
Other In-Stat findings indicate:
– While PCs remain primary devices used for viewing Internet TV, consumers are increasingly using multiple devices.
– Consumers use several devices to get Internet video to their TVs, including PC-based and dedicated media adapters, gaming consoles, Blu-ray players and Internet-enabled TVs.
– At year-end 2009, 24 million web-enabled devices were in operation in the US This is expected to grow to 102 million by 2013.