Applications have dominated the news in the smartphone and tablet worlds for some time but with the advent of ‘smart TVs’ consumers are now rapidly adopting online TV applications that are integrated into their connected TVs with. In-Stat research survey estimates that over 60 per cent of these connected households will use a TV app at least once per week.
“As expected, Netflix and YouTube currently dominate the TV application space,” says Keith Nissen, Research Director. “But as Netflix competitors become more numerous and as applications are optimised for the big screen, TV apps will become part of the mainstream TV viewing experience.”
Updated research found the following:
– Shipments of connected TVs with integrated TV applications will grow by an average 36 per cent over the next five years.
– 22 per cent of US BB households already own an HDTV with integrated TV apps.
– TV apps are not the primary reason for purchasing connected TVs.
– Adoption of online video streaming services, such as Netflix, does not increase the propensity to purchase online video content.
– The viewing of DVR recorded TV programming does not lead to the adoption of free VOD services from a pay TV operator.
– Consumers favouring subscriptions to both pay-TV and online video services rose from 18 per cent to 30 per cent during 2010, contributing to the continued growth of Netflix.