Less than 30% of Europeans taking their Connected TV online

Just 20% to 30% of Connected TVs in Europe are actually being hooked up to the Internet, according to a new report by the European Commission on the application of the Audiovisual Media Services Directive (AVMSD).

The report found that there are 47mn active connected in-home devices in Europe, including connected TV sets, games consoles, standalone TV set-top boxes, Blu-ray disc players and pay-TV set-top boxes.

Despite the modest numbers of Connected TVs which are actually online however, the report predicts that Connected TV usage will grow relatively fast over the next few years due to increasingly widespread access to higher Internet speeds, and a rise in connected devices and available content.

The AVMSD was designed to enable the free circulation of audiovisual content and meet important public policy objectives, such as banning incitement to hatred, protecting minors from harmful content and promoting European audiovisual works.

The European Commission plans to launch a public consultation in the second half of this year on Connected TV usage, in order to “ensure that European citizens take full advantage of these new services and enjoy quality access to audiovisual works through connected devices while being adequately protected”.

Neelie Kroes, Vice President of the European Commission, commented: “The report shows that the AVMS Directive is working, but Internet-driven changes such as Connected TV mean we cannot be complacent.”

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  • Thanks Jamie! That definitely answers my question.
    What makes the rapid adoption of OTT so remarkable is that one needs some degree of technical expertise to connect the laptop or Xbox to the TV. (Not a whole lot, mind you, but people are seeming to get over their extreme technophobia)

    Alan Wolk on Less than 30% of Europeans taking their Connected TV online

  • Quick follow-up – Strategy Analytics released some figures on this today here

    Jamie Beach on Less than 30% of Europeans taking their Connected TV online

  • Hi Alan, great question – I’ve dug around the archives of IP&TV News and discovered the following stats:

    US consumers are “far ahead” of Europe when it comes to connected TV adoption (source: Strategy Analytics); North American consumers will continue to prefer watching OTT video on connected TVs, which will account for 54% of the OTT market by 2016 (source: IDATE); worldwide connection rates for Connected TVs double when they have wireless networking capability (source: DisplaySearch); and the number of TV sets actually connected to the Internet in a sample of 40 countries will increase from 124mn at the end of 2010 to 551mn by 2016 (source: Digital TV Research).

    Also, the proportion of TV sets shipped worldwide with Internet-ready connections will increase from 25% in 2011 to 70% in 2016 (source: IMS Research); the US will remain the largest market for connected TVs until 2014 (source: Strategy Analytics); and more than a third of UK Smart TV owners watch the majority of their content on-demand (source: YouGov).

    Hope this helps.

    Jamie Beach on Less than 30% of Europeans taking their Connected TV online

  • Jamie – any idea how those numbers stack up against US and Asian numbers? My gut says they’re pretty similar, but would be curious to see actual stats.

    Alan Wolk on Less than 30% of Europeans taking their Connected TV online

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