More than half of adult broadband users with an internet connected TV say that their viewing of online video sources has increased relative to last year, details The Diffusion Group (TDG) in data from a newly-released study. That includes about one-quarter who say that their OTT viewing has “increased significantly” compared to last year, roughly three times the proportion (7.7%) who claimed to have decreased their OTT viewing to some degree.Â
TDG previously reported that cord-cutting intent is higher among pay-TV viewers with connected TVs than those without – and the increasing consumption of online video by connected TV users may indeed strengthen their desire to cut the cord.
What OTT sources are connected TV viewers using? Netflix is the most popular, per recent research from The NPD Group, which found that 40% of connected TVs (either through the TV or through another device) are streaming content from Netflix, compared to just 17% used to watch video on YouTube, and 11% to watch Hulu or Hulu Plus. Of note: a more recent study from The NPD Group indicated that while younger connected TV viewers are more likely to be found watching OTT content than pay-TV programming, the reverse is true for their older counterparts.
When it comes to online video viewing, unsurprisingly, connected TV viewers are more likely than other connected-device users to watch long-form video – research from Ooyala suggests that they spend almost half of their online video viewing time watching content longer than a half-hour in length. That same research from Ooyala indicates that connected TV viewers spend about 10 times longer watching live video content than on-demand content via OTT sources, though.
DigitalTVResearch recently projected that more than 1 in 4 global TV sets will be internet-connected by 2018.
About the Data: The TDG data is based on a Q3 survey of 1,179 adult broadband users who use an internet-connected TV.