According to new research from NPD Connected Intelligence, three-quarters (75%) of connected TV users (which includes devices such as an Internet-connected televisions, video game consoles, Blu-ray players and streaming media devices such as Roku) say video apps are either "extremely" or "very" important when selecting a device. More than half (56%) of “interested users” had a similar response.
While Internet-only streaming services Netflix and YouTube were the top two apps cited as important to connected TV users, consumer interest in broadcast, network and cable apps (like HBOGo, WatchESPN and Fox News) are gaining in interest. According to the survey of more than 3,800 adults, 63% of connected TV app users and 70% of interested users said broadcast, cable and premium network channel apps were important.
“What we’re seeing is the next wave of adopters have a higher interest in apps from traditional networks,” John Buffone, executive director of NPD Connected Intelligence, tells Marketing Daily. “The next wave of TV app user is looking for a different experience than earlier adopters and is placing greater emphasis on TV Everywhere apps from their favorite networks.”
The ease of finding these most-desired apps could become a big selling point for connected TV marketers. Among current and prospective users, nearly half (48%) said being able to find new apps impacts the device they prefer to use with their television, according to the research.
“Today, most consumers are finding out about [connected TV apps] from friends, family and coworkers. More can be done to generate awareness and use of these
services through their devices,” Buffone says. “The opportunity is in promoting the availability, and the ease of being able to find these apps through their user interface.”
"Man watching TV" photo from Shutterstock.