The results of a new research study – conducted by Forrester Consulting on behalf of Cisco – were published Nov 19th. Investigation of consumer viewing habits and expectations of TV and Internet-delivered TV in the UK (UK TV Alpha Users Dictating the Future of TV) shows some impressive results:
- Over 60 percent of those aged 16 to 35 watch TV and browse the Internet at the same time.
- Social TV, the idea of discussing TV online while watching it, has great interest to young consumers aged under 25. Among 16 to 24 year olds, 47 percent like to chat online with friends while watching TV, and 28 percent of 16 to 24 year olds like to discuss the TV programme they are currently watching online with friends.
- Alongside the ubiquitous home computer, new devices such as tablets and large screen smartphones are now enabling online TV consumption anywhere in the home. 70 percent of online UK consumers now access the Internet in the living room, making it the most popular part of the home for web use.
- But consumers, used to HD standard, still require quality: when playback of online video stutters, consumers give up. 72 percent of online UK consumers reported issues with online video playback, with over 42 percent of those saying they then give up on viewing the content immediately.
Forrester says: “Audience is likely to embrace simultaneous consumption of TV and Internet video. Coupled with the age group’s device ownership, it’s a fair indication that in the future a shift to Internet TV and interactivity will become more commonplace across all ages groups.”
When you combine multitasking, social TV, 2nd screen anywhere, you come up with further boost in simultaneous TV consumption, broadcasted and on-line video, naturally without decreasing customer expectation for quality.
This means strong pressure on service provider networks and media organisations to use multiple business models in order to monetise video and deliver acceptable picture quality to consumers. One consequence of this pressure is recent carrier’s move to make Internet giants pay according to their network consumption .
Reconsider the content monetization from another perspective, desserves also a closer look. As I mentioned in transmedia article “Innovation for storytelling: new patterns, erstwhile imaginary, creative business models”. design the content as a service which offers interactivity, multi-platforms ubiquity, personnalisation, and social sharing, could lead to creative business models more adapted to viewer habits, and willingness to pay.