Futuresource’s latest ‘Living with Digital’ consumer research study provides updated analysis of consumer’s shifting behaviour and evolving habits across digital entertainment and connected devices.
The research identified Live TV (pay and free) is still the primary viewing choice for 65% of respondents across the territories with France showing the most solidarity at 75% compared to 59% in both US and UK.
Although cost was the primary or secondary reason for respondents dropping pay-TV services across all territories, indicative of alternative content sources, respondents are also pledging continued allegiance to premium tier pay-TV subscriptions with over a third of pay-TV respondents taking movie packages and over 40% taking sports – as high as 57% in US.
That said, OTT services are certainly coming of age with over 40% and 20% of US and UK respondents respectively taking Netflix. Amazon Price Instant Video is also seeing continued rise with 23% of US and 10% of UK respondents taking the service. In the UK 20% of Prime subscribers signed up primarily for the video service.
Connected TV is increasingly established, findings state that one third of all respondent had a ‘Connected TV’ and 69% accessed music or video entertainment services at least once a week, up from 63% in the previous wave. Interestingly 30% of US connected TV owners also access services on their set every day.