NEW LIVING ROOM STUDY YEAR 2: STREAMING ON CONNECTED TV DEVICES HITS ALL NEW RECORD HIGH; HAS BECOME A LEADER IN PRIMETIME
Free Streaming on Connected TV Gaining Preference Over Pay Services
CULVER CITY, CA (October 29, 2014) - Streaming films and television shows on Connected TV - including set-top boxes, game consoles and Smart TVs - is now the most satisfying and preferred viewing method, even before live TV. Streaming video services and devices are pioneering the digital space at a never-before-seen rate. According to the second year results of the "New Living Room" study conducted by Crackle in association with Frank N. Magid Associates, viewers are streaming video on a connected TV at a record pace during primetime and more than half of adults surveyed prefer streaming to a connected TV over other devices in the home - including PC, tablet and mobile phone. Additionally, with the influx of VOD services, free on demand networks that take advertising are now gaining preference over subscription services.
Nearly everyone now has the ability to stream TV shows or films to their TV set in today's "new living room" and streaming video to a connected device is now winning more time than the DVR and VOD systems - streaming consideration is on a continual uptrend, demonstrating an ongoing shift in viewership behavior and incredible desire for programming freedom.
"Last year, we saw that streaming video on connected TV devices was outpacing all other non-linear viewing habits - this year's study surpassed our expectations. Viewer consumption on CTV devices is soaring in popularity not only for individuals, but also overwhelmingly for co-viewing among groups in the living room," said Eric Berger, Sony Pictures Television Executive Vice President of Digital Networks and GM, Crackle. "The data also clearly supports a strategy of addressing consumer demand with movies, TV series and original programming that are offered free with advertising on all game consoles, streaming boxes and Smart TVs."
In a national independent survey of 1,200 adults between the ages of 18-49, streaming video across all devices is the second consideration in the evening, right after watching what's currently airing on TV. While this was true last year, the number of consumers who are streaming video on a connected TV device is on a rapid rise and the preferred viewing method overall.
According to data, 61% stream video weekly - up from 44% last year, with 72% of millennials streaming weekly - up from 52%. 62% of consumers stream to their connected TV (over-the-top devices, smart TV's and gaming consoles) - up from 54% last year, compared to 48% on their computer, 28% on their tablet and 23% on their mobile phone. Additionally, 57% of consumers increasingly prefer free, ad-supported programming on connected TV over subscription pay-services - up from 51% last year.
National independent sample online survey of 1,200 adults between the ages of 18 and 49, fielded July 23 - July 27, 2014 conducted by Crackle and PlayStation in association with Frank N. Magid Associates.
Crackle, a unit of Sony Pictures Television, programs Hollywood movies, TV shows and original series and films for the world's connected audience. Available in 21 countries, Crackle specializes in genres such as Action, Comedy, Crime, Horror and Sci-fi. Original programming on Crackle includes the psychological thriller Chosen, starring Chad Michael Murray and Rose McGowan; Cleaners, starring David Arquette and Gina Gershon; Sequestered starring Patrick Warburton and Jesse Bradford; the first ever made for digital movie EXTRACTION, starring Danny Glover; the two-time Emmy(R) nominated Comedians in Cars Getting Coffee, starring Jerry Seinfeld and Sports Jeopardy! with Dan Patrick. Crackle is always freely accessible on every screen, with no subscription or authentication required. Visit Crackle's site at www.crackle.com. You can also find Crackle on Facebook at www.facebook.com/crackle or follow Crackle on Twitter @Crackle for real time updates.
About Frank N. Magid Associates
Frank N. Magid Associates, Inc. is a leading research-based consulting firm that makes clients more profitable by solving problems and helping them take advantage of market opportunities. We have carefully studied human behavior and how communication affects it for 56 years and leverage this keen understanding of consumers, along with our practical operational expertise and network of industry leaders, to help clients across industries.