Skip to main content

OTT Video Usage Segmentation on Connected TVs

Based on a survey of 1,007 U.S. households in which respondents watched full-length television shows or movies over-the-top (OTT) during the past month, the latest market study by One Touch Intelligence uncovered the following new insights.

Viewing of full-length content from the Internet occupies 31 percent of the total time these viewers spend with various at-home television sources. That's more than twice the amount of time spent watching DVD or Blu-ray discs and 5 times the amount of time spent watching traditional On-Demand or pay-per-view content.

Hulu is the most-watched ad-supported Internet video site, with 53 percent of Internet video households watching long-form content from Hulu at least once a month. The percentage of long-form Internet video households that watch Hulu is higher than the percentage watching YouTube.

Viewers who watch Internet video on TV screens are significantly less likely to watch short-form content than those who watch over PCs, and are more likely to use a videogame console to connect Internet video to the TV screen than a PC or Internet-connected TV set.

"The findings underscore the budding romance under way between mainstream television users and Internet video," said Stewart Schley, Senior Director of Industry Intelligence for One Touch Intelligence. "In homes where people have begun using the Internet as a source for branded, long-form entertainment, usage and satisfaction levels are high, and usage is dispersed over a fairly wide age and demographic range. Also, our study points out that those who watch Internet video on TV screens, rather than purely over PCs, appear to be more willing to ascribe economic value to the experience."

Among key findings, the market study found that although most Internet video viewing within homes occurs over PCs, Internet video content seen on connected TVs accounts for 11 percent of time spent viewing.

Additionally, the study found that among all Internet video households -- homes in which adults watch full-length TV shows or movies at least monthly -- the following usage segmentation patterns emerged:

- 52 percent of viewers watch Internet video exclusively on PCs.
- 42 percent of viewers watch Internet video on both PCs and TV screens.
- 6 percent of viewers watch Internet video exclusively on a TV screen.

Among the 48 percent of Internet video households in which Internet video is watched on TV screens, connected videogame consoles represent the most common means of connecting TV screens to Internet video sources, with 73 percent of respondents indicating they use an Xbox 360, PS3 or Wii to export Internet video to a connected TV.

Popular posts from this blog

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of