Advanced Television

Most US consumers want unified TV app

November 19, 2015

Nearly 9 out of 10 US pay-TV subscribers (86 per cent) want a single app for all of their video watching, according to data from Altman Vilandrie & Company’s sixth annual survey on consumer video habits. The survey also revealed that 70 per cent of consumers have not downloaded any network or cable channel apps, even as viewers continue to be inundated with more streaming video options.

“Consumers are saying that greater choice does not always lead to a better experience,” said Altman Vilandrie & Company Director Jonathan Hurd, who oversaw the survey and released the new data at today’s Streaming Media West conference. “Managing multiple apps across multiple viewing platforms can be challenging and appears to be limiting the market penetration of nearly all TV apps.”

Hurd noted that this flooded marketplace opens up further opportunities for cable and satellite TV providers to increase the adoption of TV Everywhere, which allows subscribers to access, typically for free, content online through a single app. However, Hurd noted that a lack of consumer awareness has severely limited TV Everywhere’s adoption.

The survey showed that ESPN is by far the most popular network app for downloading, with downloads by 27 per cent of those who have downloaded at least one app, or 8 per cent of consumers overall. Next most popular among those who download apps are the four major networks: CBS (18 per cent), NBC (18 per cent), ABC (16 per cent) and Fox (8 per cent). ESPN’s relative dominance stems from younger app downloaders (18-34), who downloaded its app at a 34 per cent rate. The next most popular app for younger app downloaders was Comedy Central’s with 13 per cent, although only 5 per cent of all app downloaders, and less than 2 per cent of consumers overall, have downloaded the cable channel’s app.

Despite ESPN’s relative strength in app downloads, live sports continues to be a small focus of what consumers view online. Only 16 per cent of active online video users view live sports weekly online, compared with much higher levels for movies (38 per cent) and TV shows (51 per cent). Twenty-two per cent watch news weekly online.

Other findings of the survey include:
•    The percentage of consumers watching TV shows and movies online continues to grow, with 60 per cent of those 55 and older now watching weekly, up from 48 per cent in 2014. Young millennials (18-24) still outpace other age groups, with 89 per cent now watching TV shows and movies online weekly.
•    More than half of all adults under age 25 binge watch TV shows on Netflix at least weekly. In general, younger adults are the most likely to binge-watch TV shows, defined as watching three or more episodes in a single sitting, on any service. Only 7 per cent of those 55 and older binge watch TV shows on Netflix weekly.
•    While most Netflix users said they used an account owned by them or someone in their household, some sharing of accounts between multiple households exists. Young millennials used the highest percentage (25 per cent) of accounts owned by someone outside their household (friend or family), suggesting that many of these young people are accessing their parents’ accounts during college or in early adulthood. The second highest level of account borrowing came from consumers 55 and older, which points to a generational reversal with older parents poaching Netflix services from their adult children.

Categories: App, Articles, Consumer Behaviour, Content, OTT, Research