Providing market intelligence for more than 35 years

Rapid TV News

TV users gravitate towards dedicated apps

In a move that could have profound ramifications for programming, more research has confirmed the trend that TV users are increasingly turning to dedicated apps to access TV channels.

According to a new survey by Parks Associates, as many as 14% of smartphone/tablet users recently used a TV-content app in the first quarter of 2013 and three-quarters of these users have expressed satisfaction with what they have accessed.

Perhaps revealing the demographic that is driving the trend, the analyst also revealed that the most popular apps were those from networks such as MTV, Nickelodeon and USA Network as well as apps for shows like Glee and The Walking Dead.

“The latest round of apps is from content providers, not satellite and cable TV companies," said John Barrett, director, consumer analytics, Parks Associates. "They want to increase viewer loyalty to their shows and enhance the viewing experience with second-screen activities, and it is working, especially among Millennials. This 'second-screen' generation is accustomed to consuming content on multiple devices."

Parks Associates also found that this group has much higher interest in programme/channel-specific apps than do older consumer segments. It cites shows such as Gossip Girl, which it says aims for a Millennial audience and which offers an app enabling viewers to watch show-related videos and virtually tour show locations.

“Companies in the television industry are experimenting with several approaches to TV-related apps for mobile devices,” added Brett Sappington, director, research, Parks Associates. “Some are already noting several benefits, including greater viewer immersion, the ability to appeal to viewers outside of the broadcast window, and new aspects to storytelling. However, the most important implication may be for advertising. As consumers increasingly tune into mobile devices during commercial breaks, these apps provide a way to keep viewer attention.”

From the article, "TV users gravitate towards dedicated apps."

Previously In The News

Video services, pay-TV and OTT set for big change

Consumer viewership of online video has dramatically increased in the past few years, and this trend will continue in 2012, according to a research note from Parks Associates. Parks said that this...

Seagate launches personalised Roku channel

"Streaming of entertainment content continues to grow – two-thirds of US broadband households currently connect a CE device to their TV sets – meaning that consumers have a wide variety of viewing...

Netflix Reports Lowest Churn As Fifth Of US Broadband Households Cancel OTT In 2015

According to research from Parks Associates, a fifth of broadband US households have cancelled at least one over-the-top (OTT) video service in the past 12 months, up two percentage points from a y...

Nielsen: Cord-cutting may be vastly overstated

Still, other researchers disagree with Nielsen’s conclusions. Parks Associates recently found that the number of households planning to cancel their pay-TV service (potential cord-cutters) has incr...