Report: The New TV Experience: TV Apps and Hybrid Services

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Published on Tuesday, 20 March 2012 21:46

New In-Stat research, The New TV Experience: TV Apps and Hybrid Services, provides a look into the future of television and builds on recently published forecasts for TV Everywhere services, hybrid set top box deployments, and recent consumer surveys. The research reveals the types of screens consumers are using to view content from the Internet, and includes identification and analysis of the key trends and companies that are driving the market. The report provides answers to key questions:

• Which companies are working on hybrid services to TV?
• What are the primary OTT video devices?
• What are the different TV apps for tablets and smartphones?
• What does the trend line for households with hybrid service to TV look like in North America?

The next step in the viewing experience will be for TV sets and set top boxes to permit all traditional TV-related services, which is then expanded and enhanced by bringing in content from the Internet, or from Internet-like web services that provide a “walled garden” of authorized content and on-screen features. This report provides a look into the future of television and builds on recently published forecasts for TV Everywhere services, hybrid set top box deployments, and recent consumer surveys.

With this report clients can:

• Determine which companies are working on hybrid services for TV
• Develop regional marketing plans based on the number of households likely to use TV apps to tablets or smartphones
• Create product roadmaps based on trend lines for households with hybrid TV services
• Determine which platform is dominant in viewing OTT video

The data includes:

• Estimates for households using TV apps delivered to a tablet or smartphone, segmented by IPG, live TV, on-demand TV, and apps synchronized to a specific TV program
• First-ever forecasts for households expected to be using hybrid services to a TV set
• Households with pay-TV service including over-the-top offerings
• Households using connected TVs with built-in OTT apps
• Households likely to be using a TV set with full-blown open Internet browser
• Households in Western Europe actively using HbbTV services