- Language: English
- Published: January 2014
- Region: Global
The US Market for Multiscreen Services
- Published: August 2013
- Region: United States
- 29 Pages
- Multimedia Research Group (MRG, Inc)
The term “multiscreen video” typically refers to the viewing of video content on multiple screens, such as a smartphone, tablet or personal computer. There is general consensus that this will be a growing, long-term trend. In contrast, the multiscreen TV experience is defined as the use of a companion device/screen in association with discovering, acquiring and viewing full-length video content (movies/TV programs) on the in-home television. While a single device, such as a tablet, may serve as both a companion device for the TV and a first-screen viewing device, the two use-cases are separate and distinct.
There are a number of prerequisites needed for the US multiscreen TV market to take hold. These include:
- A large installed base of connected/connectable devices
- Personalized recommendation systems and companion app technology
- The rollout of initial personalized video services
- Consumer interest in TV multi-tasking
- A complementary pay-TV business model
The one prerequisite for the multiscreen TV market that is not in place is a complementary business model. Pay-TV service providers have long employed a business model focused on upselling. New technology is bundled into the top-of-the-line service packages to increase average revenue per user (ARPU). With regard to personalized video services, pay-TV operators prefer to maximize revenue with lower subscriber penetration rather than promoting mass adoption of a free enhancement. This makes good business sense, but it does not help raise the overall value proposition for pay-TV service.
This research examines the hypothesis that market conditions surrounding the emerging multiscreen TV experience are right for a perfect storm to be created. If so, we will be entering the next-generation of TV viewing; where multiple devices, services and video content will combine to create a truly personalized entertainment experience. However, it is also possible that the multiscreen TV market may be delayed or may not coalesce at all. Consumers, or video suppliers themselves, may prefer the status quo to the risk and uncertainty that comes with change.
This report examines each of the five required market elements, and presents a vision of what the future multiscreen TV experience may entail. Primary consumer data is assessed in terms of validating or contradicting the research hypothesis, thereby formulating conclusions and a multi-year market forecast of the installed base of connected devices (smartphones, tablets, smart TVs) as well as for multiscreen households, multiscreen users and pay-TV subscribers.
The deliverable is comprised of a PDF and an Excel spreadsheet. SHOW LESS READ MORE >
Multiscreen TV Market Prerequisites
Personalized Recommendation Engines
Personalized Video Services
The Multiscreen TV Platform.
List of Figures
Figure 1….. Consumer Interest in Using Companion Apps by Technology Adoption Category
Figure 2….. Multiscreen TV Household Forecasts 2012-2017 (in Thousands)
Figure 3….. US Connected Device Installed Base Forecasts 2012-2017 (in Thousands)
Figure 4….. Tablet Penetration by Technology Adoption Category
Figure 5….. US Tablet Owners by Technology Adoption Category
Figure 6….. US Connected TV Penetration by Technology Adoption Category
Figure 7….. US Connected TV Owners by Technology Adoption Category
Figure 8….. Frequency of Using TV Apps by US Connected TV Owners
Figure 9….. TV Program Guide Evolution.
Figure 10…. Frequency of Using Second-Screen Apps, by Age.
Figure 11…. Frequency of Using Second-Screen Apps, by Technology Adoption Category
Figure 12…. Frequency of Using Second-Screen Apps by US Tablet Owners
Figure 13…. US Consumer Preference for Pay TV Services
Figure 14…. Current Methods of Discovering On-demand Video Content
Figure 15…. Current Methods of Discovering Broadcast TV Programming.
Figure 16…. Multiscreen TV Services Platform.
List of Tables
Table 1…… US Consumer Preferences for TV App Functionality by Age
Table 2…… Multi-tasking Behavior
Table 3…… Multi-tasking Behavior by Age
Table 4…… Multi-tasking Behavior by Interest in Using a Companion App.
Table 5…… US Multiscreen TV Service Forecasts (In Thousands)