In trends that could well be replicated in Australia, a recently-published report in the US has found consumers will own between five and ten web-enabled devices by 2014. But what content will they be watching, and what devices will they be watching it on?
These are the key questions that have been answered by a new research service from In-Stat, which provides a consolidated view of the US digital entertainment market, covering devices, services, content, consumer behaviour metrics and forecasts.
In the US, the Digital Entertainment Tracker found that over 53 million broadband households currently view TV programs over the Internet. 85 per cent already view online TV content on multiple devices, including personal computers, TVs and mobile handsets.
By 2014, there will be over 200 million web-enabled wire-line Consumer Electronics devices in operation in the US. When PCs and mobile devices are added in, the average US consumer will own between 5-10 web-enabled devices to choose from for viewing Internet-based digital entertainment.
“Today, content is consumed in a myriad of ways over a plethora of devices,” says Keith Nissen, Principal Analyst. “The relationship between the user, the content they view, and the device they watch it on, has become complex. Traditional viewing habits no longer apply and, as a result, a new and amorphous set of rules have taken over.”
The Tracker will also provide updates on stationary CE device shipments, installed base and usage, service subcriptions, use and forecasts and content acquisition methods and genre.
In addition it will also be able to give valuable information on usage forecasts, device type, service and consumer segmentation, in-home video content management and industry revenue forecasts.
In the 4th quarter of 2010, In-Stat’s research, which is part of its Consumer Media Content service predicts that 54 percent of consumer households would be more likely to purchase movies using a digital rights locker-based online video service. Yet, except for owning personal movie favourites, consumers strongly favour acquiring their TV programs and movies from subscription services, or rentals.
The research also shows that 45 percent of US broadband households prefer to obtain at least some of their digital entertainment from online video services, and that the installed base of devices capable of supporting online video will grow much faster than either the availability of online video content, or the adoption of OTT(On The Internet) video services. Currently web-enabled TV shipments in the US are increasing at a 94 percent annual growth rate.