Leading TV executives were left undecided as to which company has the most effective Connected TV strategy according to a study by MPP Global Solutions. Respondents were asked to select which companies they felt had the most effective strategy for success in the Connected TV market, but results proved to be inconclusive.
The survey, conducted during online webinar exploring the Connected TV market, identified that only 26 per cent of senior industry figures felt that Apple’s future TV service will succeed long term. This statement was echoed across the board with 22 per cent identifying Google-TV and only 17 per cent seeing Netflix as having effective long-term strategies for success.
James Eddleston, Head of Marketing for MPP Global Solutions, said: “This inconclusive result reflects the content of the discussion; that the Connected TV market is still coming out of the early adopter phase and even major players such as Apple, Google and Netflix are still trying to identify the best approach for success”.
A recent study by YouGov identified that only 35 per cent of Connected TV owners use their devices for on-demand services, with one in four (25 per cent) having never connected it to the internet at all.
Eddleston added: “As with most new technologies it will take time for Connected TV to proliferate to the purchasing public as a whole. However, as sales are set to increase by 70 per cent by 2016, it is clear that this is a rapidly growing market and developing an effective strategy is crucial for companies seeking to be part of this latest advancement in the connected revolution.”