New KN Research Shows Videogame Consoles Have Already Taken a Bite Out of 'Over the Top' Market
One in five consumers use game systems to watch TV or movie content at least once a month
MENLO PARK, Calif., Oct. 21 - The boxes from hot tech companies may have the buzz – but videogame systems are already giving consumers on-demand access to TV and movie video in a variety of formats. According to a new report from Knowledge Networks, one in five (21%) viewers age 13 to 54 say they watch TV programs or movies using a videogame console system at least once a month; this includes viewing of DVDs and Blu-ray discs, as well using the system's Internet connection to access content.
The new report – Over-the-Top TV: A Complete Video Landscape – takes an in-depth look at how consumers are accessing 23 types of TV and movie content outside of standard "live" TV viewing. As with many of the emerging sources we explored, usage of videogame systems to view video content is far higher among younger viewers than older ones (see Table 1) – which means it may be a harbinger of growing demand for other "over the top" devices.
|Table 1. Use of Videogame System to Watch Movies or TV Programs by Age|
|Uses a videogame console system
at least once a month to watch movies or TV programs using...
|Streamed or downloaded video||6||11||3||1|
|Overall use (viewing by any of the above means thru a game console)||21%||31%||17%||8%|
Knowledge Networks also found that, despite the revenue pressures on the format, DVDs still dominate the alternate-to-telecast space by a wide margin, being used at least once a month to watch movie or TV content by 62% of 13-54 viewers; the next closest formats are DVR (with about half as much usage) and streaming through a PC.
"The challenge to stakeholders in this space is to move into new digital formats while still leveraging existing technologies; videogame systems are proving to be an important transitional device in this space," says David Tice, Vice President and Group Account Director at Knowledge Networks.
Over-the-Top TV: A Complete Video Landscape leverages KN's How People Use® Media methodology and was produced as part of The Home Technology Monitor™. The study puts into context the levels of use of most of the important ways the audience can watch long-form television and movie content apart from telecasts: physical media (DVDs or Blu-rays); Internet-sourced video on computers, connected TVs and TV devices; and viewing on mobile devices such as smartphones.
The study was conducted in June 2010 among 1,005 persons 13-54 who are TV or movie viewers (by any method). All respondents are members of KnowledgePanel® – the only online panel based on a representative sample of the full U.S. population; KnowledgePanel® provides proportional representation of Internet non-users and cell phone-only households. The margin of error for questions asked of the full study sample is +/- 3%.
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SOURCE Knowledge Networks