The cloud is broadly considered the superior instrument for delivering a range of next generation TV services, according to Digital TV Europe’s new report, Television in the Cloud Virtualisation Era.
The report, which surveyed over 150 industry players, identifies a prevalent desire among operators to enhance personalisation and better integrate TV, multiscreen usage and OTT video.
However, three in in four respondents claim that multiscreen access to TV services is more effectively delivered via the cloud, as against a mere 16% who favour the set-top box, while seven in 10 favour the cloud for the delivery of OTT services such as YouTube or Netflix to the TV screen – with only 19% favouring the set-top box.
Similarly, over two thirds of respondents prefer the cloud when it comes to delivering transactional video-on-demand services, as against under one in four who favour the set-top box only.
Over three in five say the cloud can more effectively deliver the interactive programming guide, with one in four favouring the set-top box.
Despite this emphatic and wide-ranging trust in the cloud, the expectation is that the set-top box is going nowhere for now, with 42% endorsing the view that, while a growing proportion of services will be cloud-delivered, operators will continue to invest in advanced set-top box platforms and technology for the foreseeable future.