Connected TV going mainstream

November 18, 2013 10.27 Europe/London By Robert Briel

Sony_Crackle“Viewing habits are quickly evolving and connected TV is going mainstream,” according to Eric Berger, EVP of digital networks, Sony Pictures Television and general manager, Crackle.

“This shifting landscape reinforces that there is a tremendous opportunity here for advertisers to engage consumers and really drive brand awareness by targeting the increasingly influential connected TV medium.”

According to a new study, conducted by Crackle in association with Frank N. Magid Associates, control is increasingly in the hands of the viewer as connected TV is taking over the reins when it comes to streaming films or television shows.

Magid polled 1,200 adults ages 18-49. Streaming, the survey found, is now the second consideration in the evening after watching what’s currently airing on TV — even before stored programming on DVR devices. This says Crackle demonstrates a tremendous shift in viewership behaviour and an incredible desire for real-time accessibility to programming.

Virtually all (96%) of adults now have the ability to stream video to their television and 54% stream to their connected TV, which in the survey comprises over-the-top (OTT) devices, smart TVs and gaming consoles. This compares with 44% on their computer, 19% on their tablet and 15% on their mobile phone. Half of those likely to engage in cord-cutting, plan to replace their cable or satellite TV service with connected TV.