Share this Article
There will be over 30bn items of video content viewed in the US this year, creating a need for TV services to offer personal programme guides that deliver personalised TV schedules and VOD recommendations, multiscreen access and TV control, as well as personalised advertisements, according to Multimedia Research Group.
The quantity of available on-demand video content is growing exponentially, making searching or browsing a video library cumbersome and unfulfilling. The process of discovering on-demand video content is rapidly shifting to recommendation engines that serve as a newspaper editor to filter, prioritize and present the content that satisfies the individual viewer’s desire to be entertained. End users have no knowledge, or desire to know, how these recommendations are generated. All that matters is that viewers gain awareness and access to the video content they find most satisfying.
This report sheds light on how recommendation engines perform their magic.
They are by no means all the same. Primary research data documents current viewer behavior and future preferences regarding video content discovery. The report outlines how recommendation systems will help evolve from today’s integrated program guides (IPGs) to the personalized, intelligent personal program guides (PPGs) of tomorrow. Multi-year forecasts predicting the adoption of TV multi-taskers (people who use PPGs residing on mobile devices to control the in-home TV experience) and mobile video users (viewing on-demand video on smartphones and tablets) is presented. In addition, a five-year forecast projecting a baseline volume of on-demand video items selected by US consumers confirms the vital role of recommender systems in the future.
The research firm adds that today’s recommendation systems already offer the technology needed to support such guides, which are expected to have a “tremendous” impact on the TV industry over the coming years due to their influence over TV viewing behaviour and customer satisfaction.
MRG’s latest research data indicates that there are around 36mn mobile device owners in the country that use their smartphones and/or tablets in association with TV programmes they are currently watching. This TV multi-tasking behaviour is expected to grow to 114mn users (or half of all adults) by 2017.
Consumers will also be using their mobile devices for first-screen viewing of video, according to the report, which predicts that video viewing in the US will grow from 77mn users in 2012 to 129mn users in 2017.