Three Quarters of 18-34 Year-Olds Use Their Connected TV to Watch OTT Video According to The NPD Group

PORT WASHINGTON, NEW YORK, OCTOBER 7, 2013 – Over-the-Top (OTT) content, video delivered on connected devices via the Internet - including services such as YouTube and Netflix, is the most prominent way of accessing video content among 18-34 year-olds with connected TVs, according to the new Connected Intelligence Applications and Convergence Report from The NPD Group.  Three quarters (75 percent) use their connected TV or the devices connecting them to view OTT video compared to 68 percent who use their connected TV to watch programming from their cable, satellite, or telecom TV provider.

Streaming media player owners are the most likely to use a connected TV screen to access OTT video content, 81 percent of owners cite doing so.  This is followed by connected Blu-ray Disc player owners (77 percent), connected video game consoles owners (73 percent), and consumers with their TV directly connected to the Internet (66 percent).

Base: Own and use TV connected directly or through another device Source: The NPD Group/Connected Intelligence, Application & Convergence, Q2 2013

“The younger consumer has come to expect a broadband experience from any screen they come in contact with, and their TV is no exception,” said John Buffone, director of devices, NPD Connected Intelligence.  “The pendulum is continuing to shift among younger viewers as each quarter we see more homes connecting their TVs to the Internet.  The pace by which networks develop their digital services for the TV screen will increasingly drive brand equity, viewership, and subscriptions among the critically important under 35 demographic who has become captivated by the availability of OTT video.”

Not surprisingly, as Netflix continues to post subscriber gains, the service remains the most popular among 18-34 year-old connected TV users.  The top services used by this group are a mix of subscription, free, and transactional offerings. 

Top OTT Video Services Used on a TV (Ranking Among 18-34 Year Old Connected TV Users)

1 Netflix
2 YouTube
3 Amazon Instant & Prime Video
4 Hulu Plus
5 (tie) Crackle
5 (tie) PlayStation Video
5 (tie) Xbox Video

“Increasing usage of OTT video services on the TV is opening up new opportunities for networks and pay-TV operators.” said Buffone. “We could see pay-TV operators offering their subscribers services such as Netflix, and Networks’ distribution strategies expanding beyond traditional pay-TV outlets. Increased content access and availability would be a win for the consumer, content owner, and operator.”

In Q2 2013, more than 5,000 U.S. consumers, aged 18-years or older took part in this online survey which asked questions about their usage of computers, smartphones, tablets, and connected TVs.

About Connected Intelligence
Connected Intelligence provides competitive intelligence and insight on the rapidly evolving consumer’s connected environment. The service focuses on the three core components of the connected market: the device, the broadband access that provides the connectivity and the content that drives consumer behavior. These three pillars of the connected ecosystem are analyzed through a comprehensive review of what is available, adopted, and consumed by the customer, as well as reviewing how the market will evolve over time and what the various vendors can do to best position themselves in this evolving market. For more information: Follow Connected Intelligence on Twitter: @npdci.


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