Tablets becoming screen of choice in radically changing landscape
Joseph O'Halloran ©RapidTVNews | 16-02-2012
The TV industry is about to embark upon a 'radical shift' in TV consumption habits a new study from Chadwick Martin Bailey has found.
In what may shatter some preconceptions about the multiplatform world, the study found that nearly two-thirds (63%) of consumers who watch TV or video on a tablet did so even when there was a TV with the very same content available.
Alternatives to pay-TV such as Netflix, Apple TV, or even a network's website have already been tried by the majority (54%) of all consumers and the analyst asserts that as time goes by, an even greater shift will occur with consumers ready to adopt online TV viewing more broadly once providers develop a simple, reliable, and cost effective solution. Moreover, says the data in the Chadwick Martin Bailey survey, many of the prerequisites for this shift are already in place.
The survey also confirmed the growing importance of streaming compared to broadcasting. A significant number of viewers said that streaming content was not only acceptable, but preferred and the sample found streaming video twice as appealing as downloading and storing content on their own devices.
Another key defining trend was cost-cutting, the principal reason cited for dropping and cutting back on pay-TV and indeed not signing up for it in the first place. A fifth of what the analyst said were pay-TV's most valuable subscribers by ARPU indicated they were likely to cut back in the year ahead and that 16% of all pay-TV customers were likely to reduce their level of pay-TV service over the coming year.
"Consumers are ready to embrace a new method of accessing TV content," said Peter Fondulas, CMB's co-author on the project. "They've got motive, they've got interest, and a majority have already begun kicking the tires. What's missing now is the right platform and offer—something easy to use, understandable, reliable, and affordable. Various players are working hard to come up with that solution; as we learned from the music industry, the first one to offer it effectively will be in an extremely strong position."