Streaming video to televisions, either directly to the TV or in tandem with a separate IP-connected device, is outpacing other ways adults are consuming over-the-top content, says a study conducted by Crackle in association with Frank N. Magid Associates.
Most adults – roughly 96%-- have the ability to stream video to their TVs, and 54% stream to their connected TV (using stand-alone streaming players, smart TVs and gaming consoles) versus 44% on computers, 19% on tablets, and 15% on mobile phones, found the study, which surveyed 1,200 adults between the ages of 18-49 from September 11-16.
About half (51%) of likely cord-cutters – consumers who plan to get rid of traditional pay-TV services, plan to replace it with an over-the-top TV option, the report added.
“Viewing habits are quickly evolving and Connected TV is going mainstream,” said Eric Berger, EVP of digital networks at Sony Pictures Television and GM of Crackle, an OTT video service that claims to have 43 million viewers across 22 countries. “This shifting landscape reinforces that there is a tremendous opportunity here for advertisers to engage consumers and really drive brand awareness by targeting the increasingly influential Connected TV medium.”