According to In-Stat research director Keith Nissen, TV apps will become a part of the mainstream viewing experience as apps are optimized for the big screen and competitors to Netflix vie for their slice of the over-the-top video subscription pie.
In-Stat’s research reveals:
- Shipments of connected TVs with integrated TV applications will grow by an average 36 percent over the next five years.
- 22 percent of U.S. broadband households already own an HDTV with integrated TV apps.
- TV apps are not the primary reason for purchasing connected TVs.
Consumers favoring subscriptions to both pay-TV and online video services rose from 18 percent to 30 percent during 2010, contributing to the continued growth of Netflix.