TV users are demanding exacting standards from the services they pay for, no matter how it is delivered, according to research from Parks Associates.
Unveiling the research at TV Connect 2014, the analyst added that this rule applies regardless of whether the service is offered via over-the-top (OTT), managed operator network, satellite or other delivery mechanisms. Expectations also remain the same regardless of the receiving device, including set-top box or connected CE device.
"While some operators might see OTT delivery or use on a connected CE device as a way to offer a slimmed-down version of their user interface, consumers still expect the full-feature service and interface experience regardless of how it is delivered to the TV," commented Brett Sappington, director, research, Parks Associates.
On an associated matter regarding quality of output, Parks added that set-top box middleware must also accommodate the interoperation and virtualisation of features among CPE devices, which will add substantially to the software's complexity as new services arrive.
"While cost is often mentioned as a key motivator, the trend of multiscreen content consumption is perhaps a greater driver of change in set-top boxes," Sappington continued. "Many operators now believe that the business of video services has fundamentally changed, and full IP distribution of content is the next evolutionary step for the pay-TV industry. Our research shows 4KTVs will reach mass-market pricing in the next two years, which will put even greater pressure on video delivery systems."
From the article, "TV Connect 2014: Consumer quality expectations high regardless of platform."
