Mobile devices most popular for paid OTT content11 January 2016
Mobile devices are the most popular options for watching paid OTT TV content, according to a Paywizard survey.
The survey found that 66 per cent of global consumers prefer to access internet TV via a mobile, tablet or laptop.
CES launches of 4K screens on mobile devices and the debuts of new Airplay, Chromecast and Miracast enabled devices support the research findings that younger audiences (18-34s) now use almost twice as many devices as over 55s to watch TV – which jumps to three times as many in the US – and therefore increasingly demand seamless switching between content across connected devices.
Bhavesh Vaghela, CMO at Paywizard, said, “In December, over 50 per cent of consumers worldwide planned to use OTT TV services such as Netflix, and this recent popularity surge – led by millennials – has altered day-to-day device usage.
“At CES we’ve seen companies like Samsung address this changing landscape, and so too must pay-TV providers, by making sure that popular content is easily accessible via numerous platforms, without leading to fragmented consumer experiences. Responding to this trend will also be key to combating churn in the year ahead.
“The fact that different devices are favoured by different demographics shows the need to treat customers in different ways. Based on how they want to consume their entertainment, operators can employ sophisticated customer retention tactics that target specific persona profiles – from marketing to billing to personalising the user experience.”
The findings come from a global study which analysed how consumers in Australia, Brazil, Germany, Singapore, the UK and US, planned on watching TV in late December 2015, including which TV services they prefer and which devices they plan to use. Other highlights from the research included:
– Game console owners are the least likely to watch TV in general, however are the most likely consumer group to watch internet TV content (89 per cent) and are also the most likely to consider signing up to a new internet TV service
– Compared to all other countries surveyed, US consumers are most likely to watch TV via a games console (12 per cent) compared to the UK at eight per cent
– 18-24s are the age group most likely to watch TV on mobile (35 per cent), whereas 25-34s are the most likely group to watch TV on tablets (32 per cent)