The resurgent technology, which made its first appearance in the 1990s, is back on the agenda for high end smart TVs and pay-TV operators.
Digitalsmiths and TiVo’s latest Online Video and Pay-TV Trends report finds voice search to be the smallest of the three emerging search categories. Just 9.8% of respondents say they have the ability to talk into their device and use it to search for content. It represents a slightly quarterly increase and a 5.4% increase year-on-year.
Of those who have such a capability, 76.7% use it on a weekly basis. The largest group (35.0%) conducts one to three searches per week, and the second-largest group (20.1%) conducts four to seven searches per week. Such numbers suggest that delving deep into available content is not a regular occurrence.
Social media is a significant and growing area for content discovery. 24% of respondents post about what they’re watching on social media,up 1.8% year-on-year. Additionally, 38.4% of respondents choose to watch a show based on social buzz, an increase of 4.2%year-on-year.
Sports fans aren’t always as successful in looking for content. In TiVo’s third quarter survey 34.0% of respondents have trouble “always” or “sometimes” when trying to find something to watch on TV. Frustration with finding sports content continues to increase, with slight growth q/q, 2.0% y/y and 3.2% over two years.
TiVo points to dedicated channels from the sports rights holders themselves, such as the National Hockey League, that may actually be hampering discovery.