The early-adopters are already viewing consumer-produced and professional video programs on combinations of their media tablets, smartphones, netbook PCs or chromebooks. This multiscreen adoption trend will soon become a mainstream user activity.
As mobile devices continue to improve, every media consumer will expect high definition (HD) video on everything. The pay-TV services are ramping up TV Everywhere to compete with the leading direct-to-consumer OTT services -- such as Netflix, Amazon and Vudu.
As a result, the momentum behind multiscreen content delivery platforms is accelerating, and according to the latest market study by NPD In-Stat, they now forecast that revenues from multiscreen content platforms will exceed $21 billion by 2015.
"Consumers now expect to have professional video available on an ever-expanding number of devices, and they want their user experience to be under their control," said Gerry Kaufhold, Research Director at In-Stat.
It's no longer simply a matter of delivering 1080p 3D video to their device, they want to share what they are viewing with their connected community.
They want to upload their own additions to the content, and they want to be able to engage with their content on whatever device provides the best experience at any particular time.
Additional insights from the In-Stat study include:
- Asia Pacific will have the most active multiscreen households by 2015.
- Latin America, India, and emerging markets will primarily use mobile data services.
- The CAGR for viewing hours is expected to be about 88 percent from 2010 through 2015.
- Western Europe is expected to be a hot growth market for subscription-based multiscreen content delivery platforms.
- Direct-to-consumer services are the early revenue leader for multiscreen content delivery platforms, but price competition is expected in a few years from the pay-TV TV Everywhere services.
- 273 million households will be using some kind of multiscreen service by 2015.