IBC 2011: Recorded Multiscreen TV trumps live – research

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French broadband homes show strongest preference for multiscreen access to PVR content

By ECM Plus staff

ECM Plus +++ New research from Parks Associates reveals that consumers in the west of Europe value multidevice access to recorded TV programmes over other new video services, including access to live TV.

Park said that given a choice of new TV features, including 3DTV, online video access, and multiscreen services, 47% of broadband households in western Europe’s largest countries selected viewing recorded programs on any Internet-connected device as one of their top three features.

By comparison, the research found that 30% selected live TV as one of their top preferences. Also, the results are from Parks Associates’ Connected Consumer in Europe, a consumer study that examines services received and desired, digital product ownership and purchasing, demand for value-added services, use of digital media, and mobile/convergence habits and usage.

“Multiscreen access to live and on-demand TV programming is available across Europe, but consumers want access to their recorded content” commented Brett Sappington, director of research for Parks Associates. “Consumers use PVRs to record their favorite shows, effectively creating a personalized TV playlist, and they value unfettered access to this programming.”

Park said that preference for viewing recorded content on a computer, tablet, smartphone, or other Internet-connected device was consistent across all countries surveyed.

According to their research, the greatest difference was among French households, with 51% selecting recorded content versus 30% picking live TV. Consumers in the U.K. valued both multiscreen services, with 48% choosing recorded TV and 36% selecting live TV, and multiscreen services overall were the least popular in German homes.

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Filed under Analysis, Multiscreen Media, Multiscreen TV, Streaming media

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