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Video-on-demand libraries and widgets will be the first generation of video services driving adoption of “connected television” experiences in the U.S., according to international research firm Parks Associates.

In its new white paper “From Boob Tube to YouTube: Consumers and TV,” the Dallas-based company reports strong interest among U.S. broadband households for VOD libraries and TV widgets, which are Web-like displays that show customized news, weather, sports, or traffic information. In particular, 33 percent are interested in widgets, and almost 50 percent are interested in premium Web content, including TV shows and movies, through a connected set-top box.

The research firm said that those consumer electronics manufacturers and service providers that adopt such services will benefit from higher margins and ARPU generation in providing these Web-like experiences via the television.

"Broadband households are growing accustomed to viewing video off the Internet," said Kurt Scherf, vice president, principal analyst, Parks Associates. "Demand for Web and user-generated content will increase, and those desires will influence their CE purchases and service provider choices. Widgets and VoD libraries will be the first in a long line of advanced video services people will want in their living rooms."