New data from research firm Parks Associates found that 46% of cable TV subscribers find emerging home control and interactive features, provided through their TV service, appealing or very appealing. 

“The home ecosystems continue to overlap, creating new opportunities to expand control and enhance the user experience. Consumers expect and want more interconnected and technologically advanced home entertainment systems,” Elizabeth Parks, Parks Associates president, said in a statement.

The Parks survey seems to support consumers’ growing interest in interactive services. For example, more device manufacturers like Telly and Displace and content providers like Disney and Peacock have been integrating shoppable ads into their products.

“The interest in connected home services opens up new markets and opportunities for partnerships between traditional pay-TV providers, tech companies, and home automation system manufacturers,” Parks said. “These collaborations will lead to innovative service bundles, combining entertainment, information, and home management in new and valuable ways.”

Parks Associates also found that there’s an interest in streaming online video services through cable TV services. According to the data, 66% of surveyed cable TV users found this appealing, and 49% found the idea very appealing.

“This type of bundled offering would enhance the value of pay-TV services by simplifying the navigation process for its users,” the firm said in a release.

From the article, "Interest Is Growing for a More Interactive TV-Watching Experience" by Shelby Brown