Tablet users prefer Netflix, OTT services to TV everywhere apps
| 13 June 2014
When it comes to digital distribution of video, tablet owners prefer to use over-the-top (OTT) services such as Netflix, rather than TV everywhere offers from networks and operators.
According to research from The Diffusion Group (TDG), unlike computer video viewers historically inclined to search the open Web for video, tablet users wasted no time in embracing video apps that arrived shortly after tablets were introduced. Almost half (48%) of adult tablet owners report using OTT video apps on occasion.
However, despite the fact that most of the larger US TV providers now offer a robust collection of TV programmes for viewing through service-specific apps, only 23% of tablet owners have used them during the past 12 months. Broadcast and cable network apps are faring better, used by 37% and 31% of tablet users respectively.
"TV operators thus have their work cut out for them if they expect to keep tablet video viewers within their branded content corral," said Michael Greeson, TDG president and director of research.
The use of tablet apps for both free and fee-based online services is not only more widespread but occurs more frequently than the use of TV-specific apps. For example 41% of tablet users engage OTT service apps at least once a month. Just one quarter (26%) use apps from the 'big four' broadcasters, 21% use cable channel apps and only 16% who turn to TV operator apps at least once a month.
"Some 60% of adult broadband users now own a tablet such as iPad or Kindle Fire," said Greeson. "These portable platforms are rapidly becoming second televisions in the home, where three-fourths of tablet video viewing takes place. This is consistent with predictions TDG offered the very week the iPad was first introduced."