Skip to main content

How Digital Media Players Impact Video Entertainment

While digital media players enable the use of over-the-top streaming video content and other platforms that enhance viewer control, new research suggests that they may also provide a net gain for traditional television program viewing.

According to the findings from the latest market study by GfK, 19 percent of TV viewers now own at least one of the three major digital media players -- Roku Stick, Google Chromecast, or Apple TV. This represents a 10-fold increase over the 2010 ownership level of approximately 2 percent.

Overall, 43 percent to 50 percent (the levels vary by device brand) of digital media player owners say that they use the devices in addition to their regular TV viewing – larger than the proportions (31 percent to 42 percent) that use them as a substitute for traditional TV.

Chromecast owners are most likely to report that their digital player usage supplements, rather than replaces, traditional broadcast television viewing.

But roughly one third (38 percent to 29 percent) of digital media player users say they have reduced or eliminated their pay-TV service due to their usage of the devices.

Moreover, Roku device owners are most likely to report cord-slicing or cord-cutting of pay-TV service subscriptions, with Chromecast and Apple TV at essentially the same levels.

In addition, 21 percent to 36 percent of digital media player owners say they now watch some networks, services, or programs because of their availability on the devices, with Roku users reporting the highest levels of this new viewing.

A variety of broadcast and cable TV networks are cited -- as well as specific American television series such as "Sons of Anarchy," "Breaking Bad," and "The Walking Dead."

"Digital media players take a primary role in user viewing behavior, ranking as the first or second destination -- ahead of live TV or DVRs -- when deciding what to watch in prime-time," said David Tice, senior vice president at GfK.

However, according to his assessment, a positive note for linear networks is that digital media player users don't perceive their use as cannibalizing their regular TV viewing.

Popular posts from this blog

How Data and Analytics Drive Business Growth

Senior executives in the world’s largest and most complex organizations will develop the insights required to achieve lasting Digital Transformation. Gartner has identified a model for digital business growth that binds together data, analytics, technology, and forward-looking transformation capabilities. The Gartner Research Board said that data and analytics (D&A) leaders are uniquely positioned to drive this strategic organizational change that will make their companies behave like 'digital native' leaders.  "The most advanced and successful D&A leaders are driving new opportunities to use digital capabilities – often data and analytics products – to capture value. Those opportunities should directly connect to the business priorities," said Mario Faria, vice president at Gartner . Digital Business Market Development At the same time, some leaders are using digital and D&A to create whole new business models. These leaders – which Gartner named the CxO

Anywhere, Anytime Workplace Demand for SASE

The ongoing adoption of flexible working models within the enterprise market has significant implications for typical IT organizations that must now support knowledge workers and front-line employees that operate outside the corporate network perimeter. The global COVID-19 pandemic created IT networking and security challenges. The expansion of the distributed workforce, an increasing reliance on cloud computing infrastructure, and the requirement to securely connect online employees -- wherever they choose to work, at any given moment in time. Legacy IT solutions that have rigid network underlays and a requirement for on-premises infrastructure cannot adequately deal with these trends. This 'Anywhere, Anytime Workplace' led to demand for new Secure Access Service Edge (SASE) solutions, with networking and security delivered as-a-service. Anywhere, Anytime Workplace Market Development   Although converging networking and security capabilities offer enterprises a promising solut

The Metaverse Raised Virtual Reality Interest

After years of slow growth and limited use cases, the Virtual Reality (VR) market is now forecast to grow significantly over the next five years. Consumer interest in VR games and media continues to grow after the COVID-19 pandemic accelerated activity. At the same time, the need for employee enablement and immersive content within the enterprise environment remains strong. According to the latest market study by ABI Research, over 90 million Head Mounted Display (HMD) shipments in 2027 will drive total VR market revenues to reach over $95 billion across hardware, software, and services. Virtual Reality Market Development "The virtual reality market is no stranger to false starts, with identifiable efforts in VR dating back to the 1980s and 1990s. While the technology never found purchase results, the increased capability of VR hardware combined with the demand for immersive content in numerous markets, presents a significant opportunity," says Eric Abbruzzese, research direc