Surge in UltraViolet film viewing on TVs
| 22 May 2014
Quietly and steadily, the UltraViolet project is gaining traction and research from NPD suggests that more than half of the 16 million UV users in the US are viewing content on a TV.
Indeed, according to Wave 2 of The NPD Group's UltraViolet report, TVs with an integrated Internet connection and connected Blu-ray players are among the favoured platforms for users of the secure locker service.
The report found that as of February 2014, just over there-fifths (61%) of the US UV user population has watched a film from their cloud-based UV library on a TV, an impressive 43% on those who had reported doing so in August 2013. The largest gains were made viewing on connected TVs and Blu-ray players, with streaming media players and gaming consoles were also showing growth.
Satisfaction among UV among users was found to be near 90%, with 82% planning to continue using the service in the future. In addition 78% of UV users cite device interoperability as an important or very important feature in their use of UV. Nearly three-quarters (72%) of UV users view their UV movies on computers, and 60% use tablets.
"Device interoperability has always been a key value proposition of UltraViolet. The proliferation of UV users accessing UV movies on their TV and across a broad array of connected devices demonstrates this utility," commented Justin Bailey, director, industry analysis at NPD. "As consumers' ownership of connected devices increases, UltraViolet's role in supporting device interoperability should continue to grow."
The research also found that the average UV user currently spends three times more on home entertainment content, such as physical or digital TV shows and movies, than the average home entertainment buyer. NPD suggested that a UV user is four times more likely to own a streaming media device or a connected Blu-ray player and is 11 times more likely to have made an electronic sell-through digital movie purchase in the last year. The data also revealed that on average UV users own eight connected devices compared with five for the general US population.