Tablet users prefer OTT apps to TV apps

Tablet owners are significantly more likely to use over-the-top service apps such as Netflix than those offered by both TV networks and operators, according to The Diffusion Group.

New research reveals that 48% of US adult tablet owners report using OTT video apps on occasion, compared with 37% that use broadcast network apps, 31% that use cable network apps and 23% that use TV operator apps.

The research also found that the use of tablet apps for both free and fee-based online services is not only more widespread but occurs more frequently than the use of TV-specific apps.

41% of tablet users engage OTT service apps at least once a month, compared to 26% who use apps from main broadcasters, 21% that use channel apps and just 16% who turn to TV operator apps at least once a month.

“Some 60% of adult broadband users now own a tablet such as iPad or Kindle Fire,” said Michael Greeson, TGD president and director of research.

“These portable platforms are rapidly becoming second televisions in the home, where three-quarters of tablet video viewing takes place.

“TV operators have their work cut out for them if they expect to keep tablet video viewers within their branded content corral.”