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Almost a quarter of viewers are using voice to operate video devices

Further 30 per cent said they are interested in using voice in the future

A new report from IHS Markit has found 22 per cent of internet users across four markets are now using voice commands to select video content.

The company surveyed 9,636 internet users in the UK, US, Australia and India.

A further 30 per cent said that they did not currently use voice, but are interested in doing so in the future.

Usage peaks among 25-34 year olds, compared to all adults aged 18-64. However, all age groups are key targets for voice-enabled features. Older age groups continue to use traditional methods of content discovery said the survey, and many are not engaging with all the features and content available to them.

“For device manufacturers voice functionality is a key element in building an ecosystem, particularly within the home,” said Fateha Begum, associate director, Television Media, IHS Markit. “The ability for devices to communicate and control other devices has become evident, as brands are increasingly launching proprietary digital assistants.”

“For TV providers, innovating in the areas of content discovery and recommendations is a means to ensure their content is easy to find, driving greater value and ultimately reducing customer churn. Pay-TV operators have an advantage over most OTT streaming services, because they can manage the user experience on the set-top box and can ensure their own content is prioritised on the platform.”