In the first quarter of 2013, 14% of tablet/smartphone users were found to use TV-content apps, with 75% of those users satisfied with that experience, per Parks Associates. The highest usage of TV apps comes with watching video related to those TV program/channel -- nearly 50% of those using TV apps.
Other activities in order of high usage include getting related information; checking times/dates of TV shows; playing games; reading comments from users about TV programming; the ability to make comments; and shopping for related TV merchandise.
Millennials have a higher interest in TV-specific apps than older consumer segments, says Parks Associates.
“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."
Estimates shows that U.S. tablet ownership is over 50 million with smartphone ownership at 125 million.
From the article, "TV-Centric Apps On The Rise" by Wayne Friedman.
New digital/over-the-top video consumers want a wide number of choices to consider when it comes to how many devices they can use. But is that enough for OTT platforms to succeed? Parks Associate...
Parks Associates has produced a new report that says 6% of all broadband-capable households make use of a streaming video service paid for by someone who doesn’t live there, and 20% of streaming vi...
As consumers decide what they want out of their Over-the-Top (OTT) video experience, the industry is seeing some fairly high churn rates. While typical for subscription-based industries, some compa...
New industry research from Parks Associates shows app developers are targeting the smart TV platform as the next significant growth area as nearly 80 per cent of smart-TV owners regularly use apps....
