Connected TVs, mobile take off for online video

Michelle Clancy | 23-08-2012

Timeshifted content, especially online content, is gaining consumer favour, according to the new NPD DisplaySearch Connected TV Study. Mobile devices and connected TVs are gaining ground as screens for doing so as well.

And, while the study found that desktop PCs and laptops are still the primary source for viewing online content, mobile devices such as tablets and smartphones are gaining ground. The study found that 18% of consumers surveyed in 14 regions are accessing online content daily on their TV sets.
"Online content is mostly viewed on computers or mobile devices such as tablets and smartphones, but TVs are increasingly becoming devices of choice for consumers, particularly since an increasing numbers of sets have either built-in connectivity or can be connected to the Internet via a peripheral device such as a connected Blu-ray player or set top box (STB), among others," noted Riddhi Patel, NPD DisplaySearch research director of consumer insights. "In fact, 25% of consumers surveyed said they view online content on their TV several times a week."
Movies are the most popular source of entertainment for consumers viewing Internet content on TVs. Catch-up TV has also gained consumer attention. Online viewing is becoming an accepted way to watch shows that people miss at their original time of broadcast, allowing them to view content at their convenience.
Among consumers who do not view online content via TV, 44% said they have no interest in doing so, and about 30% indicated they simply do not own the necessary devices. Of these latter respondents, only a third said they would be interested in doing so even if they did have the right equipment.
"Although results differ by country, the results imply that there is still a general lack of interest in viewing online content via TV. This can be attributed to usage of devices other than TVs to view online content as well as a lack of infrastructure and/or expertise to connect their existing TVs to the internet," Patel added.
Despite this, daily usage of TVs to view online content remains under 30% in most countries. In fact, online content on TV is viewed most aggressively in China—possibly due to consumer interest in viewing foreign programs that may not be available via traditional TV medium.