Three-quarters of 18-34-year-olds get OTT through connected devices
Editor | 09-10-2013
A new survey from the NPD group has confirmed seismic shifts in TV consumption patterns, especially caused by the emergence of over-the-top (OTT) content.
The new Connected Intelligence Applications and Convergence Report revealed that video content delivered on connected devices via the Internet — including services such as YouTube and Netflix — is the most prominent way of accessing video content among 18-34-year-olds with connected TVs. As many as three-quarters use their connected TV or the devices connecting them to view OTT video compared with the two-thirds who use their connected TV to watch programming from their cable, satellite or telecom TV provider. For the 35-54 demographic, these relative percentages are more or less flipped while four-fifths of those 55+ view through their providers' services and 60% via OTT video.
Drilling deeper, the survey found that the top OTT services used on a connected screen by 18-year-olds were Netflix, YouTube, Amazon Instant & Prime Video and then Hulu Plus, The Crackle, PlayStation Video and Xbox Video services all tied for fifth place.
Streaming media player owners were the most likely to use a connected TV screen to access OTT video content, with 81% of owners doing so. This is followed by connected Blu-ray Disc player owners (77%), connected video game consoles owners (73%), and consumers with their TV directly connected to the Internet (66%).
"The younger consumer has come to expect a broadband experience from any screen they come in contact with, and their TV is no exception," commented John Buffone , director of devices, NPD Connected Intelligence. "The pendulum is continuing to shift among younger viewers as each quarter we see more homes connecting their TVs to the Internet. The pace by which networks develop their digital services for the TV screen will increasingly drive brand equity, viewership, and subscriptions among the critically important under 35 demographic who has become captivated by the availability of OTT video."
"Increasing usage of OTT video services on the TV is opening up new opportunities for networks and pay-TV operators. "We could see pay-TV operators offering their subscribers services such as Netflix, and Networks' distribution strategies expanding beyond traditional pay-TV outlets. Increased content access and availability would be a win for the consumer, content owner, and operator."