Parks Associates: 75% with Internet-connected smart TVs regularly watch online video
DALLAS, July 17, 2012 /PRNewswire/ — New market research from Parks Associates finds the percentages of U.S. smart TV owners who use this Internet-connected device to watch online video increased by over 30% in six months.
“The percentage of smart TV owners connecting the device to the Internet has steadily increased, from approximately 40% in 2010 to 56% today,” said Pietro Macchiarella, Research Analyst, Parks Associates. “This device, when connected, offers a toehold to a variety of players, including broadcasters, over-the-top video providers, and pay-TV providers.”
The new research, Smart TVs in a Pay-TV World, shows the number of Internet-connectable TVs shipped will jump from less than 1% in 2008 to over 45% in 2012. The report also shows:
- 75% of U.S. smart TV owners who connect their set to the Internet watch on-demand online movies at least monthly, versus 57% in 2011
- 71% watch online TV shows at least monthly, versus 51% in 2011
- On a near-daily basis, 30% watch movies and 32% watch TV shows
The report analyzes the implications of this increased penetration of smart TVs for manufacturers, content owners, and pay-TV providers.
“Smart TVs have the potential to be both a threat and an opportunity for pay-TV providers,” said Brett Sappington, Director, Research, Parks Associates. “Smart TVs provide consumers another way to access over-the-top services like Netflix on the TV, providing a new distribution channel that all players can leverage to deliver content to consumers. However, by integrating the smart TV into their distribution model, pay-TV providers can leverage their strengths in content costs, customer relationships, bundling, and other areas to play a more substantial role in OTT. In addition, pay-TV providers can potentially use smart TVs to lower subscriber CPE costs, an important consideration in a highly competitive market.”
About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions. http://www.parksassociates.com
SOURCE Parks Associates