Tablet Owners More Likely to Use OTT Apps Than TV Apps
By Kristin Brzoznowski for WorldScreen.com
Despite the fact that an increasing number of U.S. TV providers are offering TV Everywhere services, tablet owners are significantly more likely to use OTT service apps such as Netflix than those offered by TV networks or operators, according to new research from The Diffusion Group (TDG).
TDG finds that almost half (48 percent) of adult tablet owners use OTT video apps on occasion, compared with 37 percent that use broadcast network apps, 31 percent using cable network apps and 23 percent that use apps from TV operators. Forty-one percent of tablet users report using OTT service apps at least once a month, compared to 26 percent who use apps from the major U.S. broadcasters, 21 percent using cable channel apps and 16 percent who turn to TV operator apps at least once a month.
“Some 60 percent of adult broadband users now own a tablet such as iPad or Kindle Fire,” said Michael Greeson, TDG’s president and director of research. “These portable platforms are rapidly becoming second televisions in the home, where three-fourths of tablet video viewing takes place. This is consistent with predictions TDG offered the very week the iPad was first introduced.”