Three Quarters of Connected TV Device Users Say Video Apps Are Important to Have on their Device

Three Quarters of Connected TV Device Users Say Video Apps Are Important to Have on their Device, According to NPD

Netflix ranks the most important app among connected TV users

PORT WASHINGTON, NEW YORK – APRIL 21, 2014 – Video apps are indispensable for most connected TV users. According to the new NPD Connected Intelligence Connected TV User Experience Report, 75 percent of connected TV app users* say video apps are ‘extremely’ or ‘very important’. Netflix ranks on the top of the list of video and TV everywhere Network apps cited as important to connected TV users.

Top 10 Most Important Video and TV Everywhere Network Apps
  1. Netflix
  2. YouTube
  3. The Weather Channel
  4. HuluPlus
  5. History
  6. Amazon Instant/Prime Video
  7. HBOGO
  8. Fox News
  9. PBS
  10. WatchESPN

Base: Connected TV Device Users Rated as ‘Important’ apps to have on a Connected TV
Source: The NPD Group/Connected Intelligence, Connected TV User Experience

“The importance of having core video aggregation apps such as Netflix and YouTube, has a lot to do with the convenience that allows consumers to easily access a multitude of programming options in one place,” said John Buffone, executive director, Connected Intelligence.  “The next wave of TV app user, however, is looking for a different experience than earlier adopters and is placing greater emphasis on TV Everywhere apps from their favorite networks.”

Base: Connected TV Users & Interested Users
Source: The NPD Group/Connected Intelligence, Connected TV User Experience

While it’s important for consumers to have the ability to access a diverse set of apps on their TV, finding new channels in the app ecosystem is almost equally important. Among current and prospective connected TV app users, 48 percent said being able to find new apps impacts the device they prefer to use for apps on their TV.

“There’s a large and lucrative developing audience in the TV app market,” said Buffone. “As new consumers acquire and begin using connected TV devices they are going to be looking for a broader array of Network TV apps. As long as they can find and use new apps easily; we expect network apps to become a destination for viewers looking for their favorite shows.”

*Connected TV devices include; connected TVs, video game consoles, Blu-ray players, and streaming media boxes.

In Q1 2014, more than 3,800 U.S. consumers, aged 18-years or older took part in this online survey which asked questions about their awareness, usage and interest in connected TV apps.

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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