Aug 23 2013
Research and Markets has announced the addition of the "The US Market for Multiscreen Services" report to their offering.
The term multiscreen video typically refers to the viewing of video content on multiple screens, such as a smartphone, tablet or personal computer. There is general consensus that this will be a growing, long-term trend. In contrast, the multiscreen TV experience is defined as the use of a companion device/screen in association with discovering, acquiring and viewing full-length video content (movies/TV programs) on the in-home television. While a single device, such as a tablet, may serve as both a companion device for the TV and a first-screen viewing device, the two use-cases are separate and distinct.
There are a number of prerequisites needed for the US multiscreen TV market to take hold. These include:
- A large installed base of connected/connectable devices
- Personalized recommendation systems and companion app technology
- The rollout of initial personalized video services
- Consumer interest in TV multi-tasking
- A complementary pay-TV business model
This research examines the hypothesis that market conditions surrounding the emerging multiscreen TV experience are right for a perfect storm to be created. If so, we will be entering the next-generation of TV viewing; where multiple devices, services and video content will combine to create a truly personalized entertainment experience. However, it is also possible that the multiscreen TV market may be delayed or may not coalesce at all. Consumers, or video suppliers themselves, may prefer the status quo to the risk and uncertainty that comes with change.
This report examines each of the five required market elements, and presents a vision of what the future multiscreen TV experience may entail. Primary consumer data is assessed in terms of validating or contradicting the research hypothesis, thereby formulating conclusions and a multi-year market forecast of the installed base of connected devices (smartphones, tablets, smart TVs) as well as for multiscreen households, multiscreen users and pay-TV subscribers.