Despite the widespread availability of inexpensive ancillary TV streaming devices, new TDG research finds that 32% of OTT TV users prefer having the native connectivity of a smart TV.
When asked which TV streaming platform they prefer, 32% of OTT TV Users selected their smart TV. (Interestingly, this is pretty much equal to the penetration of smart TVs in general.)
Game consoles followed second, selected by 25% of OTT TV Users, while Internet set-top boxes were preferred by 17%. Streaming sticks and Blu-ray players were selected by 10% of OTT TV Users.
Why do smart TVs top the list? According to Michael Greeson, Director of Research at TDG, this likely boils down to ease of use. “With smart TVs, viewers are not required to manually switch inputs from the TV to another device or pick up a different remote in order to access their favourite streaming apps and programs.”
Faz Aftab (Controller, ITV, Hub ITV) and Brian Curtis (Senior Director, Product Management, Comcast) will be among the panellists discussing ‘Content driven business models for a multiplatform media world’ at this year’s TV Connect (26th – 28th April 2016 ExCeL, London)