Set top boxes fighting threat of web and smart devices, says new Decipher report
Decipher’s bi-annual MediaBug report has revealed set top boxes are still the consumer’s first choice for accessing catch-up TV, ahead of Smart TVs.
In homes in which both a Smart TV and VOD enabled set top box are present, 73% access catch up TV through their set top box.
The authors of the report suggest that set top boxes are quicker to access, highlighting a key benefit that a Pay TV operators have over new smart devices that are now bringing VOD into UK households.
The influence of Pay TV platforms is further underlined by findings into Sky’s new Sky On Demand service, which recently introduced catch up content from terrestrial broadcasters such as ITV.
The MediaBug report uncovered what Decipher says are early signs of a possible future migration effect; amongst a group of regular ITV Player visitors who had recently been enabled for Sky On Demand, 92% had watched at least one ITV show via Sky’s service.
The report also found that free to air homes are finally buying smart TVs, which is good news for broadcasters as these homes are more likely to use broadcaster smart TV apps, leading to possible incremental growth through expanded advertising research.
Since the first MediaBug Wave in October 2012, there has been a 36% increase in use of online catch up services, with 68% of households now claiming to have used online catch up at least once.
Director of Decipher Media Research Dr. Hamish McPharlin said: “These findings indicate how powerful the TV is in the media mix, and how despite the proliferation of devices in many UK homes, TV still commands a unique role that consumers are prepared to seek out.”