03.10.2009 12:26 PM
U.S. broadband households show strong interest in Web-connected TVs

A third of U.S. broadband households have a strong interest in enhancing their TV viewing experience with Web-based features made possible by Internet-connected televisions or set-top boxes, according to a recent report from Parks Associates.

The report, “From Boob Tube to YouTube: Consumers and TV,” reveals VOD libraries and TV widgets, showing customized news, weather, sports and traffic information, are of particularly strong interest among broadband households. According to the report, 33 percent are interested in widgets, and nearly 50 percent say they are interested in receiving TV shows, movies and other premium Web content.

According to Parks Associates, TV widgets and video-on-demand offerings will be the first generation of video services to drive the adoption of connected TV among consumers. Consumer electronics manufacturers and service providers will benefit from higher margins and ARPU generation in providing these Web-like experiences via the television, according to the research firm.

Increasingly broadband households are getting comfortable with the idea of viewing video from the Internet, according to Parks Associates VP and principal analyst Kurt Scherf. The desire on the part of these households to view Internet video on their home televisions will influence the decisions they make about consumer electronics purchases and the services they choose, he added.

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