A new report from JupiterResearch has found that 37% of broadband consumers are interested in having TV programming delivered to their PC.
However, the report,
Programming for Three Screens: Leverage PC and Mobile Video to Support Core TV Efforts, adds that there is no industry consensus regarding business models or expectations for video delivered via TV, PC and mobile devices.
Media companies are increasingly jumping to offer video on an ad-supported basis, for sale as a download, via subscriptions, and as rentals. Unfortunately, no clearly winning strategy has emerged, and revenues from all these models will remain modest for the next several years.
JupiterResearch argues that the main benefit to internet-delivered video lies in building the audience, or increasing audience loyalty, for traditionally delivered television programming.
Joe Laszlo, senior analyst and research director with JupiterResearch, said: “”Broadband video nicely complements TV today, but this grace period won’t last forever.
“Substitution of internet video for traditionally delivered video will grow over the next few years, and media companies must account for this coming audience shift in their mid-to-long term plans.”
Recommendations from friends and internet search remain the two most important factors leading people to watch videos online.
David Schatsky, president of JupiterKagan, said: “There are many tactics that media programmers should employ to increase interest in online video.”
“For example, by including an ‘e-mail this video’ link on a page, or using URLs short enough to paste into an IM window, programmers can facilitate audience growth.”
In related research, The Diffusion Group recently published a forecast which said that the number of broadband enabled TVs is expected to exceed 162 million households globally by 2011 (see Broadband Enabled TVs To Exceed 162 Million).
At the start of the year, PointTopic announced that the number of broadband lines in the UK reached 13.1 million by the end of 2006 (see UK Broadband Lines Reach 13.1 Million).
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