TiVo’s Q3 2017 Online Video and Pay-TV Trends Report
On the 13th December, TiVo released the 19th edition of its quarterly Video Trends Report, covering key topics across pay-TV, OTT, TV network apps, streaming devices, smart home devices, and content discovery.
Based on a survey of over 3,000 consumers, TiVo’s Q3 2017 Online Video and Pay-TV Trends Report illuminates many insights, including:
- The Future of Pay-TV According to Consumers – As the video industry evolves and demographics shift, TiVo wanted to understand how age affects TV viewership. Two key areas stand out:
- Next-gen pay-TV viewing experiences – 41.2 percent of respondents desire a cross-catalog video user experience, in which all video providers are in one place, and over half of respondents would like cross-catalog search functionality (i.e. Linear, Netflix, Hulu, etc.).
- When it comes to cross-catalog, how do younger generations, the future of pay-TV subscription, compare to older demographics, who may be more loyal to traditional pay-TV service? TiVo’s data reveals that respondents aged 23-25 show the highest interest level (73.1 percent) in the ability to search across numerous video platforms.
Correlation Between Smart Home Device Owners and Voice Search Users
Smart home devices rely on voice commands to perform tasks, and more recently, as manufacturers market more living room integration, viewers are using these devices to find TV shows/movies to watch. Thus, TiVo’s Data Science Team researched whether a correlation existed between respondents who use smart home devices and those who leverage voice search to find content to watch – whether through smart home devices, set-top boxes with voice capability, or streaming devices with voice capability. (For full results, see page 33 of report.) Notable highlights include:
- 62.5 percent of respondents using their voices to search for TV are also smart home device owners.
- 13 percent of those who aren’t currently using their voices to search for TV, but would like to do so, also own a smart home device.
- 40.8 percent of smart home device owners answered they can use voice search to find TV shows and movies, but do not.
Does Usage of Content Discovery Functionality Affect Viewer Satisfaction and Engagement?
TiVo has always believed that offering high-quality content discovery functionality can positively affect viewer engagement and increase customer satisfaction. The question is: are pay-TV subscribers really satisfied? The data suggests that they are:
- Respondents who use, or are interested in using, at least two content discovery features are also the same respondents who fall into the ‘very satisfied’ with the service category.
- Those who are less frustrated with trying to find something on TV, including both linear and sports content, are more satisfied and engaged.
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