Over-the-top mobile video services -- and TV Everywhere services from content owners -- are generally better performers when it comes to iPad downloads than TV Everywhere apps from multichannel video retailers.
SNL Kagan says free video iPad apps on mobile devices from major content owners, including Walt Disney, Viacom and Time Warner, scored higher in iPad downloads than multichannel video distributors.
For example, in the second quarter of 2011, Walt Disney held the top spot in more weekly appearances in the top 100 iPad downloadable apps: 36. Turner/CNN Interactive, Hulu, Netflix, imdb.com, Flixster, NPR, Pandora Media and Weather Channel were next with 12.
Comcast’s Xfinity free app and HBO free app were next with 10 appearances. Time Warner Cable had nine.
In addition, those pay over-the-top (OTT) apps (Hulu Plus and Netflix) are more consistent and perform better with consumers than TV Everywhere apps from traditional multichannel video operators -- those coming from cable, telco and satellite companies.
Although multichannel video distributors' TV Everywhere apps do launch strong initially -- in the top 100 downloaded apps -- they “quickly disappear,” says the SNL Kagan report. These TV Everywhere apps include Time Warner Cable, Comcast’s Xfinity TV, Cox, Bright House, DirecTV and Cablevision’s Optimum service.
By contrast, Over-The-Top services like Netflix and Hulu Plus have remained in the top 50 or so iPad apps. The report says this is also because Hulu and Netflix have been around longer, and their on-demand film and TV titles are greater.