Indeed the NPD Connected Intelligence Connected TV User Experience Report showed that as many as three-quarters of app users — with connected devices such as video game consoles, Blu-ray players and streaming media boxes — say such apps are 'extremely' or 'very important'. Netflix ranked top of the list of video and TV everywhere network apps cited as important to connected TV users, followed by YouTube, The Weather Channel, Hulu Plus, History and Amazon Instant/Prime Video.

The analyst noted that even though it was seen as important for consumers to have the ability to access a diverse set of apps on their TV, finding new channels in the app ecosystem was almost equally important. Among current and prospective connected TV app users, nearly half (48%) said being able to find new apps impacts the device they prefer to use for apps on their TV.

"There's a large and lucrative developing audience in the TV app market," commented John Buffone, executive director, Connected Intelligence. "As new consumers acquire and begin using connected TV devices they are going to be looking for a broader array of network TV apps. As long as they can find and use new apps easily we expect network apps to become a destination for viewers looking for their favourite show...The importance of having core video aggregation apps such as Netflix and YouTube, has a lot to do with the convenience that allows consumers to easily access a multitude of programming options in one place. The next wave of TV app user, however, is looking for a different experience than earlier adopters and is placing greater emphasis on TV everywhere apps from their favourite networks."