Video apps are indispensable for most connected TV users. According to the new NPD Connected Intelligence Connected TV User Experience Report, 75 percent of connected TV app users say video apps are ‘extremely’ or ‘very important’. Netflix ranks on the top of the list of video and TV everywhere Network apps cited as important to connected TV users.
“The importance of having core video aggregation apps such as Netflix and YouTube, has a lot to do with the convenience that allows consumers to easily access a multitude of programming options in one place,” says John Buffone, executive director, Connected Intelligence. “The next wave of TV app user, however, is looking for a different experience than earlier adopters and is placing greater emphasis on TV Everywhere apps from their favorite networks.”
While it’s important for consumers to have the ability to access a diverse set of apps on their TV, finding new channels in the app ecosystem is almost equally important. Among current and prospective connected TV app users, 48 percent said being able to find new apps impacts the device they prefer to use for apps on their TV.
“There’s a large and lucrative developing audience in the TV app market,” said Buffone. “As new consumers acquire and begin using connected TV devices they are going to be looking for a broader array of Network TV apps. As long as they can find and use new apps easily; we expect network apps to become a destination for viewers looking for their favorite shows.”