Magine is changing TV viewing

October 9, 2013 14.51 Europe/London By By Robert Briel, MIPCOM 2013, Cannes

MagineA survey of 1,500 Magine users shows that the OTT cloud TV Everywhere platform is changing consumer behaviour when it comes to TV viewing.

The survey was conducted in April and September 2013 in the territories that already have access to the service, Sweden, Germany, and Spain.

29% of all Magine users have used the service on their TVs at home. These are people using a Magine service connected from computers and tablets via cords or via Airplay, as well as current smart TV users who have downloaded the app – and not the soon-to-be launched pre-loaded app – so this figure can only hint at how many TV users will use Magine when it becomes truly integrated pre-purchase.

In April 2013, shortly after commercial launch, Swedish consumers on average used the platform (through multiple conduits: TV, mobile, tablet, computer) to watch 80 minutes of TV content per day. By September 2013, this had grown to an average of 120 minutes of TV content each day being watched through Magine by Swedish users.

This is significant, particularly when compared to the current (non-Magine) total Swedish TV viewing average of 119 minutes per day (according to the yearly Mediebarometern 2012 analysis, published this year by Nordicom).

In Sweden (the longest established market since its launch in March 2013), 50% of respondents said that they were watching more TV content overall as a consequence of using Magine

In both Sweden and Spain, 27% of respondents said that they would consider Magine as a full replacement for existing, established options for accessing TV content; in Germany, 17%

In Sweden (the most mature market), when asked ‘on which device do you primarily use Magine?’ the responses were: computer – 45%, tablet – 37%, mobile – 10%, TV – 8%

Magine was launched in Sweden in March 2013, and beta versions rolled-out in Germany in June 2013, and Spain in July 2013. The company plans to announce further territories in the next few weeks.