New research shows Google’s “screen-shifting” device circumventing licensing barriers
New consumer research from Parks Associates finds 34% of Google Chromecast owners stream video content from Hulu to their TV set every day. The same research found 43% of Chromecast owners stream Netflix to their TV set on a daily basis, a feature heavily promoted during the device's introduction. The finding underscores the desire by consumers to watch content on their preferred screen and the challenges of licensing content in the digital world.
“Chromecast is giving people in Hollywood headaches right now,” said John Barrett, director, Consumer Analytics, Parks Associates. “All the wrangling over licensing restrictions doesn’t mean much if consumers can simply circumvent them.”
Parks Associates analysts explain that content providers typically license movies and TV programs for viewing on specific “screens” such as a TV, computer, tablet, or mobile phone. Google’s latest, “screen-shifting” device complicates matters by allowing the consumer to move content from one screen to the next.
"Google Chromecast is making it easier for consumers to circumvent screen restrictions," Barrett said. "For example, the content from the premium Hulu Plus service is available for viewing on a TV set, but content from the free Hulu service has been technologically constrained to computers. But among those watching Hulu monthly on a TV set via a Chromecast device, roughly 50% are using only the free services from Hulu."
Parks Associates is offering subscription clients access to the new, special research Google Chromecast Owners. Non-subscription clients can get the report at no additional cost if they purchase a research report or Market Focus before October 15. Parks Associates recently released the Market Focus Mobile Commerce: Keys to Mass Adoption, and two upcoming titles are TV Everywhere: Use & Authentication and Consumer Segmentation: Who is buying CE in this Economy?
For more information, visit www.parksassociates.com or contact sales@parksassociates.com, 972-490-1113.
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