Surprise: Connected-TV Users Like to Watch Over-the-Top Content
People who own television sets that are connected to the web are very likely to watch content coming from non-linear sources, especially over-the-top providers like Netflix.
This unsurprising piece of intel comes from a recent study conducted by The Diffusion Group, which found that over half of connected-TV users have increased weekly OTT viewing on their devices in the past year. That’s compared to 7.7% of users who reported a drop in the past 12 months.
Again, the data isn’t surprising. If you have a TV that’s connected to the internet, whether that’s via a game console, a streaming player, or the TV set itself directly supports it, you’re likely to use that functionality. And one of the most popular things to do on the web is to watch video.
What would make the above data far more interesting, though, especially within the context of 24% of users who report increased OTT consumption, is if we saw greater levels of adoption for connected TVs. Right now, it’s simply not there.Tags: Connected TVs, Netflix, Over the Top, Research, The Diffusion Group