New research from Crackle in association with Frank N Magid Associates has revealed that viewers are streaming video on a connected device at a record pace during prime time hours.
The survey by the Sony Pictures Television unit — which offers Hollywood movies, TV shows and original series and films for 34 million viewers across 22 countries — found ultimately that control is increasingly in the hands of the viewer as connected TV is taking over the reins when it comes to streaming films or television shows. It added that streaming devices and services are giving people access to what they want, when they want. More than half of adults surveyed prefer connected TV over other streaming devices in the home — including PCs, tablet and mobile phone.
Streaming, the survey found, is now the second consideration in the evening after watching what’s currently airing on TV — even before stored programming on DVR devices. This says Crackle demonstrates a tremendous shift in viewership behaviour and an incredible desire for real-time accessibility to programming. Virtually all (96%) of adults now have the ability to stream video to their television and 54% stream to their connected TV, which in the survey comprises over-the-top (OTT) devices, smart TVs and gaming consoles. This compares with 44% on their computer, 19% on their tablet and 15% on their mobile phone. Half of those likely to engage in cord-cutting, plan to replace their cable or satellite TV service with connected TV.
Analysing the trends revealed, Crackle believes that consumers now have more options to create their own curated programming experience in today’s ‘new living room’.
“Viewing habits are quickly evolving and connected TV is going mainstream,” said executive vice president of digital networks at Sony Pictures Television and GM of Crackle, Eric Berger. “This shifting landscape reinforces that there is a tremendous opportunity here for advertisers to engage consumers and really drive brand awareness by targeting the increasingly influential connected TV medium.”