The majority of streamers are choosing to watch Internet-connected video content using apps that are built into their smart television sets, according to the findings of a new consumer survey conducted by TiVo.
The data is detailed in a report called “Smart TV Nation: Key Streaming Trends,” released by TiVo this week, which revealed 55 percent of smart TV owners are using the apps built into those devices to watch content across different platforms, rather than using separate streaming hardware like a dongle, set-top box or game console.
Three out of four people spend 2-3 hours each day watching content, and 74 percent of TV show and movie viewing happens on a TV rather than another device like a phone or tablet, the TiVo trends report said.
When it comes to the type of platforms streamers prefer, the advantage went to subscription video on-demand services (SVOD), with 34 percent saying they prefer SVOD platforms compared to 30 percent who said they opt for traditional pay TV like cable or satellite.
Still, more than half of all content — 53 percent — is watched across streaming video apps compared to traditional pay TV or other methods, the TiVo report concluded.
The overall takeaway is that ad buyers who are looking to target consumers should still consider a mixture of traditional and connected TV platforms to reach their intended audiences, given the fractured landscape by which consumers are watching TV shows and movies.
Focusing specifically on connected TV, 72 percent of consumers surveyed by TiVo said they notice content promotions on the home screen of their devices, and 41 percent said they liked those types of spots, compared with 16 percent who viewed them unfavorably.
When it comes to product promotions, the numbers shift a bit, with only 47 percent saying they’ve noticed spots for products on smart TV home screens. The number of people who find those spots favorable is nearly split, with 30 percent saying they valued them and 32 percent voicing an unfavorable opinion.
The type of spot can vary wildly, with 50 percent of consumers saying they view content promotions on home screen as “recommendations,” while 59 percent said they saw product recommendations as “advertisements.”
Some of that may be owed to the fact that connected TV platforms have long offered personalized content recommendations in conspicuous areas across their app experiences, and media and entertainment brands leaned into promoting their content and services earlier than other consumer category groups.
Consumer products, on the other hand, have only recently started shifting more of their budgets toward connected TV platforms, and few have differentiated their home screen spots from website display ads or other types.
TiVo said the takeaway was for advertisers to “align strategies with viewer habits for maximum engagement and impact.”
The TiVo survey involved 1,001 participants based in the United States who were at least 18 years old, conducted between July 18 and July 23 of last year. A copy of the report is available to view with registration by clicking or tapping here.
