USA: New U.S. Survey Finds TV Everywhere Hitting Mainstream

TORONTO: The 2012 Market Tools survey from QuickPlay Media has found increased interest and adoption of mobile TV and multiscreen services, with 57 percent of respondents reporting that they are interested in multiscreen viewing.

This figure is up from the 48 percent reported in 2011. Of the respondents, 35 percent said they've tried a mobile TV and/or video service, and 27 percent reported that they are currently using one. Of the current users, 72 percent have been mobile TV and video users for one year or less; 81 percent indicate that they watch more video on their phones or tablet devices than a year ago.

The survey did find changing preferences when it comes to mobile programming. Forty-three percent of current users consume mobile TV or video at least once per week, with 23 percent citing daily usage. Forty-eight percent of current users most often use the service at home. Thirty-eight percent report that TV episode are the most frequently watched programming, followed by sports (28 percent) and news (19 percent). Fifty-one percent expressed a preference for live programming for sports (30 percent) and TV episodes (21 percent); 34 percent said they prefer an on-demand format.

The study provides a clear indication of the growing role of OTT providers as competition for established mobile operators and TV service providers. When asked who they use as their primary provider for mobile TV and video services, 34 percent report it is their OTT provider, 34 percent said TV service provider and 28 percent report their mobile operator.

Only 20 percent of respondents recall viewing ads on their device while using a mobile TV or video service. Eighty-one percent of these highlighted the lack of ad variety, reporting that they see the same ads played across the entire TV service (47 percent) or across the individual channel (34 percent). Seventy-four percent say they are interested in viewing mobile TV or video channels that integrate social media such as Facebook or Twitter.

“As the market matures, consumers are increasing both their consumption of mobile video and the number of devices on which they access entertainment. This demand presents a significant opportunity for TV service providers to grow their customer base by offering multiscreen services in attractive bundles,” said Wayne Purboo, the president and CEO of QuickPlay Media. “However, to manage the complexities of delivering high volumes of content across a broad array of devices, we are seeing a growing number of providers looking for managed service options in order to do so securely and cost effectively.”

QuickPlay Media is a provider of managed solutions for the distribution of premium video to IP-connected devices.

By Kristin Brzoznowski

Published: April 11, 2012