More than half of US UltraViolet users viewing content on TV

Over half of the 16 million UltraViolet (UV) users in the US are now viewing content on a TV, according to a new report from The NPD Group.

The report found that since February 2014, 61% of the US UV user population has watched a film from their cloud-based UV library on a TV, up 43% on last August.

The largest gains were made viewing on Internet-connected TVs and Blu-ray players, with streaming media players and gaming consoles also showing growth.

The report showed that UV users can be categorised as early adopters, or even ‘super consumers’, meaning they have advanced video and device purchasing and usage habits compared to the general American consumer.

A person who has signed up for UV currently spends three times more on home entertainment content, such as physical or digital TV shows and films, than the average home entertainment buyer.

A UV user is also four times more likely to own a streaming media device or a connected Blu-ray player and 11 times more likely to have made an electronic digital film purchase in the last year.

“Device interoperability has always been a key value proposition of UltraViolet,” said Justin Bailey, director, industry analysis.

“The proliferation of UV users accessing UV movies on their TV and across a broad array of connected devices demonstrates this utility.

“As consumers’ ownership of connected devices increases, UltraViolet’s role in supporting device interoperability should continue to grow.”