Connected TV lands in 42 million US, Euro homes

Joseph O'Halloran ©RapidTVNews | 18-10-2011

The huge momentum in the connected TV industry over the last two years has been revealed in a new Strategy Analytics report by which calculates that it is now in 42 million homes across Europe and the US.
Based on a survey of 4800 respondents, the report, "Multiscreen Connected TV: Assessing Device Usage and Ownership," showed that fundamentally apart from the TV screen, the PC is still the most important device for accessing connected TV services. Even though they are becoming rapidly adopted by general populations, personal devices such as tablets and smartphones were found to be, at present anyway, less popular as connected TV platforms.

However the analyst recognised that tablets in particular will likely to become more important. Moreover it also recognised that there were very significant regional differences between the two territories when it came to connected TV.
For example, 20% of US respondents watched connected TV content on their TV screens in the past month, compared to only 10% of Europeans. This may, suggests the analyst, reflect the relative strength of over the top (OTT) services such as Netflix and Hulu in the US market. In addition the most popular way in which TVs are connected to the Internet is through a game console but Europeans prefer to connect a PC to the TV using an HDMI cable. In a rare case of common ground, streaming over a home network and internet-connected Blu-ray disc players are also significant in both territories.
"These findings have important implications for content providers, device manufacturers and network operators," commented the report's author David Mercer, a Strategy Analytics Principal Analyst "They demonstrate that television viewers are prepared to go to significant lengths to watch their preferred television shows or movies on the big screen. In spite of the technical challenges, many people want to be freed from the constraints of traditional, managed television services if their choice of content is not available when they want, where they want, and at a price they are willing to pay."