Mobile devices are the most popular choices for watching paid-for OTT TV content says research from Paywizard.
The pay-TV and online video revenue engine provider says that its research totally reflects the standout trends revealed at the recent CES 2016 and found that two-thirds of consumers globally prefer to access Internet TV via a mobile, tablet or laptop.
Not surprisingly, the study of how consumers in Australia, Brazil, Germany, Singapore, the UK and US, planned on watching TV in late December 2015, found that younger audiences (18-34s) were in the vanguard of this revolution, using almost twice as many devices as over 55s to watch TV. In the US this is three times as many people.
“At CES we’ve seen companies like Samsung address this changing landscape, and so too must pay-TV providers, by making sure that popular content is easily accessible via numerous platforms, without leading to fragmented consumer experiences,” said Paywizard CMO Bhavesh Vaghela. Responding to this trend will also be key to combating churn in the year ahead. The fact that different devices are favoured by different demographics shows the need to treat customers in different ways. Based on how they want to consume their entertainment, operators can employ sophisticated customer retention tactics that target specific persona profiles – from marketing to billing to personalising the user experience.”