Smart TV Apps Are Going To Drive The Next Big Shift In How We View Our Media

Smart TV Apps Are Going To Drive The Next Big Shift In How We View Our  Media



The app store phenomenon, centered on smartphones and tablets, has  been the biggest story in software for the past five years.


Its next logical destination: the living room, via smart TVs and set-top  boxes connected to the Internet. Smart TV apps would represent yet another  threat to the struggling pay TV industry.

In a recent report, BI Intelligence looks at the data and trends behind the TV  app market, explains why it’s still nascent and messy, and why significant  growth seems inevitable. A successful TV app platform could significantly shift  the balance of power in entertainment, and allow for much greater probabilities  of success among newcomers versus incumbents.

Access The Full Report And Data Including The PowerPoint  Version By Signing Up For A Free Trial Today >>

Why is an apps-enabled living room so  exciting?

Consider the market:

  • There are some 800 million pay TV households worldwide, according  to MRG.
  • In America, the average person still spends more than four hours per day  watching TV, and more than five hours per day engaging with all screens,  according to Nielsen.
  • TV also still represents the majority of worldwide ad spending: $350 billion  last year, or 63% of all ad spending, according to Nielsen.

Innovation in the TV space is  inevitable:

  • Consumers want it: A survey by Nielsen and YuMe found  that 17% of Internet connected TV users plan to decrease or cancel their  cable subscription in the coming year.
  • TV is ripe for app-led innovation: The old guard,  represented by cable and entertainment conglomerates, will not be able to fend  off improvements and user experience innovations like those that apps are  bringing to mobile phones.
  • The devices are there: the Smart TV revolution will not  just be led by new TVs with built-in Internet connections. Consumer  will also adopt less expensive game consoles and set-top boxes like Roku and Apple TV, which transform  traditional TVs into Smart TVs with access to app stores. At least 20% of  U.S. consumers already have their TVs connected in one of these ways.
  • The operating systems and app stores are there: TVs would offer mobile-based apps a new screen to conquer.  Apps would be able to sync across PCs, tablets,  smartphones, and TVs. Smart TVs and set-top boxes will likely  run on mobile operating systems, iOS and Android.
  • The players are in place: Apple and Google seem like  logical smart-TV leaders — Apple through its skill of designing and  marketing great platforms, and Google through its prowess in digital video and  advertising. Also, pay attention to Samsung and Microsoft, among others. But consumers won’t gravitate to smart TV apps until the app  stores are stocked with well-curated collections of great software.

But there are plenty of barriers  to a successful TV-based app ecosystem:

The report is full of charts and data that can be easily  downloaded and put to use.

In full, the report:

  • Looks at data on Internet connected TV adoption among consumers
  • Digs into new video consumption behavior and explains how an app-centered TV  will leverage the trend toward digital video
  • Discusses the cast of characters — from media and cable conglomerates to  manufacturers and software giants — trying to get into the smart TV space, and  who will likely win
  • Looks at what consumers are doing on their app-enabled TVs
  • Juxtaposes alarming trends in the pay TV market, with healthy growth in  Internet-enabled TV usage
  • Examines what needs to happen for smart TVs to emerge as a key app  development platform

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