Recent spikes in both online and mobile video consumption have created an opportunity for service providers to offer an integrated three-screen video service. Though hesitant to speak publicly, most U.S. operators are no doubt eyeing this opportunity, say researchers at The Diffusion Group.
“This is the trifecta of video services,” notes Michael Greeson, president and principal analyst at TDG. “Though very few have the assets and acumen to pull it off, rest assured every major cable, satellite, and mobile operator is actively pursuing a three-screen strategy. As our new research suggests, they'd be crazy not to.”
As it stands today, consumers who want to watch TV programming and other video on their TVs, PCs, and mobile devices end up signing contracts with three different providers, receiving three different packages of content, and paying three different fees. At some point, notes Greeson, operators must integrate or “bundle” these disparate services into a single offering with one price, one point of customer contact, and one integrated electronic program guide. And the optimal time for market entry is fast approaching.”
Approximately one fourth of adult broadband users in the United States, approximately 35 million, are likely to sign up for a three-screen video service at some price between $65 and $105 per month, TDG believes.
More than half of "Three-Screen Intenders" are between the ages of 25 and 44, though consumers between the ages of 18 and 24 are significantly more enthusiastic.
The three-screen concept is not as far ahead of the mainstream temperament as many think. A sizable portion of "Early Mainstream" consumers are poised to embrace a three-screen video offering, not just "Early Adopters," TDG analysts argue.
"Three-Screen Intenders" are 21 percent more likely than "Non-Intenders" to use a game console, twice as likely to use an iPhone (News - Alert), and twice as likely to have a TV connected to their home network.
About 92 percent of "Intenders" view online video on a weekly basis, compared with 78 percent of "Non-Intenders". Cable operators are preferred as a three-screen provider almost two-to-one over satellite TV providers.
Real-time weather, news, and sports programming (both local and national) are among the content types most favored for a three-screen video service.
Gary Kim (News - Alert) is a contributing editor for TMCnet. To read more of Gary’s articles, please visit his columnist page.Edited by
Jessica Kostek
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