‘Streaming CE and Content Purchasing Habits’ analyzes how the adoption of
connected CE devices is impacting the market for digital media. It
investigates the viewing habits of connected CE users, their subscription to
traditional pay-TV and over-the-top video services, and their use of purchased
and rented video downloads. Specific attention is given to the Apple TV and
Roku streaming media players.
TVVideo Consumption on TV Sets byConnected CE Ownership
(U.S. Broadband Households Who Connect At Least One CE Device to the Internet)
©Parks Associates.
ANALYST INSIGHT
“The take-rate for OTT subscriptions is increasing only among those
using multiple types of connected CE devices. In other words, the percentage
of first-time connected CE users with an OTT subscription is not increasing.
Subscription growth is coming from an expansion of the base of first-time
connected CE users rather than a deepening penetration within it.” -
John Barrett, Director, Consumer Analytics, Parks Associates.
Table of Contents
About the Research
Previous Research
- OTT Video Buyers: Subscriptions & Transactions (Q4/13)
- TV Apps: Strategies & Trends (Q4/13)
- Connected TV: Trends and Innovation (Q3/13)
- TV Viewing Habits and the Challenge of Young Nonsubscribers (Q2/13)
Key Findings
Recommendations
Connected CE Adoption:
- Consumer Electronic Product Ownership (2009 - 2013)
- % of Connected CE Devices Connected to the Internet (2010 - 2013)
- % of Broadband HH Connecting CE Devices to Internet (2010 - 2013)
- U.S. Households with Internet-Connected CE (2010 - 2013)
- U.S. Households with Internet- Connected CE by Age (Q1/13)
- Adoption of Multiple Connected CE Devices (2012 - 2013)
- Type of Connected CE Device by Number of Device-Types Used (Q1/13)
Pay-TV Services and Connected CE Devices:
- Pay-TV Service Subscription (2011 - 2013)
- Pay-TV Service Subscription by Number of Connected CE Device-Types Used
(2012 - 2013)
- Expenditure on Unbundled TV Service by Connected CE Ownership (Q1/13)
- Likelihood of Canceling TV Service by Connected CE Device (Q1/13)
- Likelihood of Downgrading TV Service by Connected CE Device (Q1/13)
- Likelihood of Upgrading TV Service by Connected CE Device (Q1/13)
- Likelihood of Changing TV Service Provider by Connected CE Device (Q1/13)
Content Consumption:
- Video Viewing Habits (2011 - 2013)
- Video Use by Connected CE Device (Q1/13)
- Sources Used to Watch a TV Program at Home (Q1/13)
- Number of Sources Used to Watch a TV Program at Home (Q1/13)
- Sources of TV Content By Connected CE Device Ownership (Q1/13)
- First Sources Checked to Watch TV Programs at Home (Q1/13)
- Top Source for TV Content By Connected CE Device (Q1/13)
- Sources to Watch Movies at Home (Q1/13)
- Number of Video Sources Used to Watch Movies at Home (Q1/13)
- Sources of Movie Content By Connected CE Device (Q1/13)
- First Sources Checked to Watch Movies at Home (Q1/13)
- Top Source for Movie Content By Connected CE Device Ownership (Q1/13)
- Video Consumption on TV Sets by Source (2010 - 2013)
- Video Consumption on TV by Connected CE Ownership (Q1/13)
- Video Consumption on TV Sets by Number of Connected CE Device-Types Used
(Q1/13)
- Use of Subscription Video Service by Scenario and Device (Q3/13)
- Streaming Media Players: Use of Live TV vs. Subscription Video by Scenario
(Q3/13)
Expenditure on Video:
- OTT Service Subscription (2012 - 2013)
- OTT Service Subscription by Number of Connected CE Device-Types Used (2012
- 2013)
- OTT Service Subscription by Connected CE Device-Type Use (2012 - 2013)
- OTT vs. Pay-TV Subscription by Number of Connected CE Device-Types Used
(2012 - 2013)
- Average Expenditure on TV & Movies (2012-2013)
- Average Expenditure on TV & Movies by Number of Connected CE Device-Types
Used (2012-2013)
- Average Expenditure on TV & Movies by Connected CE Devices (2012-2013)
Apple TV vs. Roku:
- Type of Streaming Media Player Owned (Q1/13)
- Roku vs. Apple TV: OTT Service Subscription (Q3/13)
- Roku vs. Apple TV: Use of Subscription Video Service by Scenario (Q3/13)
- Roku vs. Apple TV: Services used to Rent or Purchase Video Downloads
(Q3/13)
- Roku vs. Apple TV: Use of Rented Video Downloads by Scenario (Q3/13)
- Roku vs. Apple TV: Use of Purchased Video Downloads by Scenario (Q3/13)
- Roku vs. Apple TV: Video Consumption on TV Sets (Q1/13)
Additional Research from Parks Associates
