[opendtv] eMarketer: TV, Video Habits See Big Changes
- From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
- To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
- Date: Fri, 7 Mar 2014 00:57:33 +0000
Here's more food for thought for habitually-stubborn Craig. From last May.
The stat that was most surprising to me was that only 60 percent of US Internet
users have a cable TV subscription. That seems hard to believe, unless they
really mean cable and not DBS. Also hard to believe, among Internet users, is
that "another 23% said they had a [MVPD] subscription in the past, but not any
longer." Sounds like a skewed sample of households, or maybe I've been
overestimating how many households actually have Internet broadband.
Regardless, I'm quite sure that use of Internet TV can climb even more quickly
than it has been. I'll bet you that many people who only use OTT sites for
catch-up, or otherwise only occasionally, do so because they can't figure out
how to get that content on their big screen TVs. So they put up with the small
screen for catch-up, and then fall back to their traditional broadcast stream
for the TV set. But when they figure out how to get the Internet content on the
big screen, that's when they start questioning their choices and options.
The CEA piece I posted yesterday was a little better informed about the OTT
sites people actually use. This piece, like many others, tend to lump
everything under Netflix and YouTube, as if none other exist. For instance,
according to the CEA piece, the "big driver" was NOT "YouTube and Netflix," as
this one claims (more out of being imprecise than anything else IMO), but
rather YouTube, Hulu, and other FOTI sites. Pay-Internet TV was considerably
lower in popularity than FOTI TV.
Bert
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http://www.emarketer.com/Article/TV-Video-Habits-See-Big-Changes/1009913
TV, Video Habits See Big Changes
May 23, 2013
With rising OTT viewing, many cut cable
As online video gains viewers, cable TV's losses mount. While 60% of US
internet users surveyed told AYTM Market Research that they still had a cable
TV subscription in May 2013, another 23% said they had a subscription in the
past, but not any longer.
Consumers' inclination to watch cable and network TV as it airs is declining
fast, while consuming video on non-TV devices and watching over-the-top (OTT)
content are increasingly becoming regular activities.
In a March 2013 survey, Leichtman Research Group found that 27% of US adults
watched videos on non-TV devices every day and more than half of respondents
did so on a weekly basis.
Online video and streaming is also bumping up the connected TV and OTT market.
The Leichtman study found that in 2013, 44% of US households had at least one
TV set connected to the internet, up from 38% in 2012. And as more TVs are
connected digitally, OTT viewing is rising quickly. This year, one-third of US
adults surveyed reported watching OTT content daily (nearly double what it was
2 years ago) and 59% said they did so weekly.
YouTube and Netflix are big drivers of the movement to digital and OTT viewing.
AYTM found that 29% of US internet users surveyed watched YouTube videos at
least daily in May, and more than half of respondents did so more than once a
week. Netflix has also seen a big bump in its subscriptions and use. In 2013,
according to Leichtman, 22% of US consumers surveyed said they streamed Netflix
weekly-more than five times as many as watched content via Netflix in 2010.
These trends are all pointing in the same direction: Traditional TV viewing is
on the wane, and digital video is rising fast. But this does not mean that TV's
role in the media ecosystem is totally diminished. As TV manufacturers and
networks offer more dynamic viewing options, the nature of how and what US
consumers watch on TV will continue to change.
AYTM additionally found that that over half of cable TV viewers said they
watched less than half of the channels available via their subscription, and an
overwhelming 74% said they would prefer to choose individual channels rather
than paying for a whole bundle. As cable and network TV providers strategize
how to keep consumers tuned in, all options are on the table.
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Read more at
http://www.emarketer.com/Article/TV-Video-Habits-See-Big-Changes/1009913#6MvHsk38vpo0PRrb.99
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