Say Goodbye to the Couch Potato: Work and the Commute Are New Prime Viewing Locations
January 06 2016 - 8:10AM
Business Wire
Quick Search and Targeted Recommendations are
More Important than Ever for Easy Entertainment Discovery
CES — Rovi Corporation (NASDAQ: ROVI) today announced
phase-three findings from a sponsored survey of pay-TV and
over-the-top (OTT) content subscribers in the U.S., Europe and
Asia. The study investigated trends in contemporary TV and
streaming habits and found in the first two phases that
cord-cutting is less likely than the industry may have thought and
that entertainment consumption can take up almost as much time as
working and sleeping. Phase three findings suggest the age-old idea
of TV watchers being wedded to the couch has officially come to an
end.
Globally, nearly two thirds (60 percent) of
respondents said they frequently stream content in their car or on
public transportation, 29 percent of respondents said they
view content while at work and 24 percent said they view
content in the car. Participants in India were found to be more
likely to stream content equally in all three places, while those
in China showed a slight propensity toward streaming alone at the
kitchen table. In the U.S., respondents reported streaming slightly
more often in the car, and in Japan, while standing in line.
“Given the revelations from the first two study phases of just
how tightly bonded viewers are with their entertainment, it comes
as no surprise that the practice of watching TV and streaming
content has liberated viewers from having to spend hours on the
couch,” said Michael Hawkey senior vice president and general
manager of discovery, Rovi. “It stands to reason that new trends in
entertainment discovery and consumption have as much to do with the
prevalence of smart mobile devices as it does with the explosion of
new and compelling content and service platforms. Watching shows
on-the-go also means viewers have less time to find programs they
might like, which makes Rovi’s entertainment discovery solutions
that much more valuable. At work and on the road, viewers want
immediate, resonant guidance on the entertainment that will keep
them engaged.”
In addition to insight on preferred viewing locations, the
survey uncovered data on the importance of sound entertainment
search and recommendations:
- 51 percent of global respondents
said their providers should focus on improving the ability to
search for entertainment content to make it easier and more
effective
- 70 percent of all respondents
said they would prefer to find programs on-platform versus watching
something their friends and family recommended
- Among all respondents who reported that
they do not frequently use recommendation capabilities, more
than a quarter said it is because the recommendations are not
tailored to the content they like (28 percent) or are
irrelevant to them (25 percent)
- One third of respondents from
Germany (32 percent) and France (32 percent) believed
providers should focus on recommendations
- 58 percent of global respondents
said they would be open to anonymously sharing information about
what they like to watch
The survey also shed light on the most popular sources for TV
and streaming entertainment:
- 77 percent of all respondents
said they currently subscribe to alternative TV or video content
providers, such as Netflix or Hulu – more so in the U.S. and Europe
compared to Asia Pacific
- Millennials (84 percent) and
parents (81 percent) were more likely to subscribe to
alternative TV or video content providers
- 48 percent of global respondents
said they watch live TV most often, followed by On Demand (30
percent) and via their DVR (17 percent)
- 37 percent of European
respondents said they watch On Demand content most often
- Baby boomers and older respondents were
found more likely to say they watch live TV or television content
more often than On Demand or recorded content, while Gen X and
Millennial participants were found more likely to view content On
Demand.
Findings were the result of an online survey of 4,000 pay-TV and
OTT subscribers across seven countries with 1,000 interviews
completed in the U.S., and 500 interviews completed each in the
U.K., France, Germany, China, Japan and India1.
About Rovi CorporationRovi Corporation (NASDAQ: ROVI) is
creating personalized and data-driven ways for viewers to discover
the right entertainment and for providers to discover the
right audiences. Chosen by top brands in entertainment
content, services and devices, Rovi touches the lives of
hundreds of millions of consumers by providing comprehensive
solutions, customizable products and technology licensing to make
discovery simple, seamless and personal. Learn how Rovi is
advancing entertainment and audience discovery
at rovicorp.com, or follow us on Twitter @rovicorp.com.
1 About the Survey Methodology
• A total of 4,000 online surveys were completed spread across
seven countries worldwide – 1,000 interviews were completed in the
U.S. while 500 interviews were completed within each of the
following countries – U.K., Germany, France, China, Japan and
India.
• Participants had to be a pay-TV subscriber, subscribe to other
TV or video content providers, or use online streaming devices.
• The total sample was weighted so each country represented the
same number of interviews. Additionally, the country samples were
stratified and the data was weighted slightly by regions, age,
gender, education, and income in order to reflect a proportional,
representative sample.
• The U.S. survey has a margin of error of +/-3 percentage
points for the full sample. The other countries have a margin of
error of +/-4.4 percentage points for their full samples. The
margin of error is higher for subgroups within each sample.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160106005628/en/
Rovi CorporationStacey Hurwitz,
617-710-9171Stacey.Hurwitz@rovicorp.com
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