European connected TV market surpasses US
| 12 November 2014
Europe is a hot spot for connected TV driven by rapidly expanding broadband and over-the-top (OTT) services according to research from Parks Associates.
Parks Pc to TVAmong the findings contained in the analyst's New European Entertainment and Internet of Things research Parks found that 54% of broadband households in Spain and 38% in both the UK and Germany have a PC connected to the TV, compared with 32% in the US.
"Growth of broadband services and expansion of OTT services are driving systematic changes throughout Europe's video industry," explained Brett Sappington, director, research, Parks Associates. "Netflix is expanding, and new entrants are launching video services. Pay-TV providers are introducing their own services to compete with these new players, and broadcasters are expanding access to online video. They will find a receptive audience as European broadband households are very active online. Many are eager to get online content on the television, evidenced by the strong adoption of PC-to-TV connections and smart TVs."
Looking at the prospects for 2015, Parks predicts that many companies will likely add new features to differentiate their offerings, including personalised recommendations and second-screen features. Already among smartphone and tablet owners, 46% in Germany, 59% in Spain and 47% in the UK use their mobile devices to search for video content.