A new study of some 3,000 consumers in Europe, Asia, and the U.S. suggests there is strong viewer interest in, and adoption of, "connected TV" devices. Global consulting firm Bain & Co. recently released a study predicting that in 2014, 60% of households will have TVs with some form of Internet connection.
The study's lead researcher suggested that while interest and adoption levels were strong, there was little room for additional revenue gains, unless new business models and new forms of content emerge.
"The permanent media revolution continues," said Patrick Behar. "But media and entertainment companies must pursue aggressive content development and diversification strategies to unlock new consumer spending." The study showed strong interest in shorter form videos, as long as viewers did not have to pay for them. Interest in "webisodes" was significantly higher in Asian markets, with about three-quarters of respondents in China and India expressing interest. Further, much of the expressed interest would replace traditional TV viewing.
The study also found strong interest in using connected devices for game playing, with more than 60% of current players indicating that they would likely increase their game playing with connected devices. Further, there's a huge generational gap, with those under 35 more than twice as likely as those over 55 to see their game playing activities increase.