Tuesday, July 17, 2012

Parks Associates: 75% with Internet-connected smart TVs regularly watch online video

New market research forecasts nearly one-half of HDTVs shipped in 2012 will be Internet-connectable

New market research from Parks Associates finds the percentages of U.S. smart-TV owners who use this Internet-connected device to watch online video increased by over 30% in six months.

"The percentage of smart-TV owners connecting the device to the Internet has steadily increased, from approximately 40% in 2010 to 56% today," said Pietro Macchiarella, Research Analyst, Parks Associates. "This device, when connected, offers a toehold to a variety of players, including broadcasters, over-the-top video providers, and pay-TV providers."

The new research, Smart TVs in a Pay-TV World, shows the number of Internet-connectable TVs shipped will jump from less than 1% in 2008 to over 45% in 2012. The report also shows:

  • 75% of U.S. smart-TV owners who connect their set to the Internet watch on-demand online movies at least monthly, versus 57% in 2011
  • 71% watch online TV shows at least monthly, versus 51% in 2011
  • On a near-daily basis, 30% watch movies and 32% watch TV shows

The report analyzes the implications of this increased penetration of smart TVs for manufacturers, content owners, and pay-TV providers.

Parks Associates - Consumer use of smart TV for online video

"Smart TVs have the potential to be both a threat and an opportunity for pay-TV providers,” said Brett Sappington, Director, Research, Parks Associates. “Smart TVs provide consumers another way to access over-the-top services like Netflix on the TV, providing a new distribution channel that all players can leverage to deliver content to consumers. However, by integrating the smart TV into their distribution model, pay-TV providers can leverage their strengths in content costs, customer relationships, bundling, and other areas to play a more substantial role in OTT. In addition, pay-TV providers can potentially use smart TVs to lower subscriber CPE costs, an important consideration in a highly competitive market.”

Parks Associates' Smart TVs in a Pay-TV World analyzes the technology and business implications for delivering managed and over-the-top video services into a smart TV. It provides an overview of content delivery models, examines the role of pay-TV operators, and provides global forecasts.

For more information, visit http://www.parksassociates.com or contact 972-490-1113, sales@parksassociates.com.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media. http://www.parksassociates.com

Next: Connected TV platforms have positive impact on consumer advertising perceptions
Previous: Parks Associates: Can “The Avengers” Save 3D TV?

Comments

    Be the first to leave a comment.

Post a Comment

Have a comment? Login or create an account to start a discussion.

© 1998-2021 Parks Associates. All Rights Reserved.