There will be over 30bn items of video content viewed in the US this year, creating a need for TV services to offer personal programme guides that deliver personalised TV schedules and VOD recommendations, multiscreen access and TV control, as well as personalised advertisements, according to Multimedia Research Group.
The research firm adds that today’s recommendation systems already offer the technology needed to support such guides, which are expected to have a “tremendous” impact on the TV industry over the coming years due to their influence over TV viewing behaviour and customer satisfaction.
MRG’s latest research data indicates that there are around 36mn mobile device owners in the country that use their smartphones and/or tablets in association with TV programmes they are currently watching. This TV multi-tasking behaviour is expected to grow to 114mn users (or half of all adults) by 2017.
Consumers will also be using their mobile devices for first-screen viewing of video, according to the report, which predicts that video viewing in the US will grow from 77mn users in 2012 to 129mn users in 2017.