Instant connectivity over multiple devices and top-notch screen resolutions are changing the user experience of online broadcasting. This is a major reason why more users are willing to make the switch to online television on demand and in sync with their own schedules rather than the broadcasters’.
Accenture, which last week released the fourth edition of its annual survey on digital consumption, finds there is wider acceptance for watching TV programmes and movies over the web. In fact, 44 per cent of those polled do so daily, while 39 per cent do so on a weekly basis. Among the key activities, access to news and magazines was the most suitable option for 59 per cent of respondents as a daily habit. As a weekly activity, games and sports content occupy the first position with 45 per cent.
Furthermore, 25 per cent of respondents plan to buy a TV with Internet connection in the next 12 months. Another 11 per cent could replace their web-connected device with a newer model, while 12 per cent plan to buy a tablet and thus expand the market for screens with Internet access. Nearly all of them use multiple devices to stay web-enabled. In the survey, 21 per cent of respondents own a combination of smartphones, laptops/desktops, tablets and high-definition (HD) TVs.
Despite the lack of suitably enhanced content, 18 per cent of respondents want to buy a ultra-HD TV some time over the next 12 months. This suggests that something similar to the earlier experience with HD TV could be recreated, as greater adoption rates would result in increased availability of HDTV channels and Blu-ray discs.
Of course, big companies already are preparing for what’s coming in online broadcasts. Apple, Google and Samsung are exploiting TV metadata, a technology that will offer a more immersive user experience. If before consumers were locked in to watch programmes or films on a TV channel, it is now possible to do so at the time they wish to engage.
The combination of wearables, cloud-based TV apps and mobile services could result in a whole new range of personalised TV experiences. This would create the potential for new revenue streams through enhanced product placements and targeted advertising.
