Consumers prefer streaming content on connected TVs, new report says

Consumers prefer streaming content on connected TVs, new report says
Rachael Power writes for TechForge Media, writing about marketing tech, connected cars and virtual reality. She has written for a number of online and print titles including the Irish Times, Irish Examiner, accountingWEB and BusinessZone. Rachael has a passion for digital marketing, journalism, gaming and fitness, and is on Twitter at: @rachpower10.


Central to delivering the right kinds of experiences for customers is knowing what devices they use the most, and how they use them. 

There is an ever-increaseing arsenal of streaming devices becoming more affordable and available to consumers, so it can be tough for marketers to keep up-to-date with what’s hot in the moment. 

However, Conviva and nScreenMedia have carried out a research study, looking at how viewers’ online streaming habits are impacted by devices, content, location and viewing quality. 

And according to The Secret Life of Streamers: Devices, Content, Location, and Quality study found, perhaps unsurprisingly, that the way consumers are streaming content.

According to the report, consumers are embracing new devices and new services, leading to new habits that show different preferences on content format when watching at home versus out-and-about. 

In particular, connected TV use has increased by half between 2015 and 2016, and people prefer binge-watching programmes on this device. 

The research also showed that the use of PC and smartphone to stream content went down by 10 – 20%. There’s also a difference in the length of content and how people prefer to watch it too. 

At home versus out-and-about

According to the report, people prefer long form content when they’re outside the home (39%) and short form content is preferable when people are kicking back on the sofa (53%). 

When not at home, the majority of people like to stream content via a tablet or smartphone, with 79% of out-of-home video requests coming from these.

However, the tide may again turn on this front, as popular film and TV programme streaming platform Netfix has just announced that it will allow users to download content, which they can then view offline when out and about.

“Our ‘Secret Life of Streamers’ research has shown connected TV use doubling year-on-year, indicating a shifting consumer preference for both live and on-demand content delivered via (over the top) OTT

“As OTT publishers loom to attract subscriber or advertisers who seek to engage with these consumers, it will be important for them to remember that the same quality of experience rules that apply to OTT content providers also apply to them. Insight into viewer experience and engagement data give publishers a more complete picture of their viewers and consequent advertising reach and efficacy that they can’t get with today’s traditional TV metrics,” said Ed Haslam, chief marketing officer, Conviva

Conviva’s data was distilled from over 2 billion streams consumed on every type of internet connected screen and represents data intelligence gathered from Q1 2015 to Q1 2016. 

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