Following its increasing adoption in the US, the concept of TV Everywhere is now proliferating across Europe according to new research by Parks Associates.
In what could be a huge boon for device and content service providers alike, the Connected Consumer in Europe survey showed that 30% of broadband homes consider a live multi-screen service—delivering content live TV on a mobile phone, tablet, or computer—as a “top TV-service feature”.
Overall, household penetration of connected devices in Western Europe—including—is 30-40%. Game consoles are the most often connected to the Internet; however, Blu-ray players lead all other CE devices in Internet video viewing, with one-third of owners using these devices to watch online movies or TV shows.
The analyst found that households in the UK broadband were the most interested in receiving live TV on an Internet-connected device, with 36% highly positive on this feature. Surprisingly, given the strength of the iPad and Android tablet market in the county, German broadband households showed the lowest interest, with only 24% selecting multi-screen services as a top feature.
“Multi-screen services are growing in popularity across Western Europe,” said Brett Sappington, Senior Analyst, Parks Associates. “As the number of connected devices in the home increases, consumers want more flexibility when viewing quality video content – movies and TV shows. Operators have noted these trends and are rolling out new multi-screen services to capitalise on their growing popularity.”