Firm’s latest research finds households with an Apple TV or Android/Google TV are most interested in T-Commerce

Parks Associates’ sixth annual Future of Video will feature the virtual session “Building New Revenue: Evolution of Video” on September 14, 11 am CT, featuring executives from Play Anywhere, QVC, Telly, Google, Fade Technology, and AiBUY. The firm’s T-Commerce: Buying Through the TV reports households with an Apple TV or a smart TV with an Android or Google OS show more interest than other brands, including Samsung’s Tizen, LG, and VIZIO Smartcast, in purchasing items directly through the TV (a T-Commerce feature).

The Future of Video session features visionary speaker Peter Scott, Chief Strategy Officer, Play Anywhere, and an interactive panel discussion with the following industry leaders:
•    David Apostolico, SVP, Platform Strategy, Development & Distribution, vCommerce Ventures, QVC
•    Dallas Lawrence, Chief Strategy Officer, Telly
•    Lori Marion, Founder and CEO, Fade Technology Solutions 
•    Shobana Radhakrishnan, Senior Director, Engineering, Google TV, Google
•    Dalaney Thompson, VP, Strategic Partnerships, AiBUY

“To incent the media ecosystem to enable shoppable TV, you must make them a partner in the new revenue opportunities,” said Peter Scott, Chief Strategy Officer, Play Anywhere. “If we really want to sell Jennifer Anniston’s sweater, who owns the screen, and who gets paid? Is it Jennifer Anniston, Bright, Kauffman/Crane Productions, WB, NBC, or an MVPD? If we can create a clearing house that tracks and renumerates the parties involved, then we might be on to something.”

“From how and where we watch TV to the incredible depth of creative content filling our screens, the future of video has never been brighter,” said Dallas Lawrence, Chief Strategy Officer, Telly. “We are excited to share Telly – the biggest innovation in TV since color – and our approach to reimagining the entire television advertising experience with conference attendees.”

“In-content purchasing may not be your primary or part of your business model. But it should be. Commerce generates data that enables better negotiation with advertisers and content partners. Why would you want to lose that to someone else?” said Lori Marion, Founder and CEO, Fade Technology Solutions. “The future of film/TV content is inextricably connected to shopping. Enabling viewers with an on-platform and privacy-friendly opt-in experience should be streamers' first priority.”

As the landscape of commerce transforms, video is emerging as a potent catalyst in redefining revenue generation for businesses, as it opens opportunities to connect with audiences in innovative ways. Parks Associates research finds Apple TV owners tend to have higher incomes than users of other CTV solutions. More than 50% of households with a smart TV with an Android or Google OS, which could include Sony, Sharp, Philips, TCL, or Hisense brands, are interested in T-Commerce features. Both segments are good early targets for T-Commerce solutions.

"There's a lot to talk about, from purchases made through streaming TVs, to the continuous expansion of ad-based services and the rise of consumer engagements with interactive features," said Eric Sorensen, Research Director, Streaming Video Tracker, Parks Associates. "Future of Video sessions give insights into the next generation of revenue opportunities for streaming services and consumer entertainment products." 

The sixth annual in-person event will be hosted Nov 14-16, 2023, at the Marina del Rey Marriott and feature keynotes from leading players in the streaming media ecosystem. The annual executive event, sponsored by Adeia, FPT Software, and SymphonyAI Media, features Parks Associates research team highlighting insights, data, and analysis from the firm’s ongoing consumer and industry research, including the Streaming Video Tracker. 

Future of Video includes research presentations, interactive panel sessions, presentations from industry leaders, and insights from visionary leaders, including Parks Associates’ expert analyst team.  Topics include the viewer journey, the role of streaming for mobile and broadband, insight into the sports streaming landscape, piracy, new revenue streams, and the role of hardware, platforms, and services to enable advanced personalized and relevant experiences. 

For data or interview requests, please contact Mindi Sue Sternblitz-Rubenstein at mindi.sue@parksassociates.com, 972-490-1113.

About Future of Video: OTT, Pay TV, and Digital Media

Future of Video brings together senior leaders to share insights on new trends in the video and connected entertainment industries, with insights on consumer adoption, churn, and spending. The event provides insight into successful OTT strategy deployments, challenges for pay-TV providers, the role of connected CE in the growth of video viewing, new content formats, and the overall impact to the video market. www.futureofvideo.us