TDG Research

According to new research from The Diffusion Group (TDG), despite the widening availability of ‘TV Everywhere’ services, 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.

Almost half (48%) of 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 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. For example 41% of tablet users engage OTT service apps at least once a month, compared to 26% who use apps from the ‘Big Four’ broadcasters, 21% that use cable channel apps, and only 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,” notes Michael Greeson, TDG President and Director of Research. “These portable platforms are rapidly becoming second televisions in the home, where three-fourths of tablet video viewing takes place. This is consistent with predictions TDG offered the very week the iPad was first introduced.”