CTAM EUROSUMMIT ’10 – BUDAPEST. Although only 0.7% of the 90 million TV households in the US have so far cancelled their pay-TV subscriptions and rely on receiving services over broadband, the trend is clearly growing.
Speaking in a session entitled TV retakes centre stage, Kurt Scherf, VP & Principal Analyst, Parks Associate, said that 9% of US pay-TV consumers have a strong inclination to cancel their subscriptions in the next 12 months.
What is more, Park Associates predicts that 10 million households in the US will be linking PCs to TVs to watch web video at the end of the year.
Scherf added that 30 million connected TVs will be sold worldwide this year – equivalent to 18% of total TV sales. By 2014, however, this figure will rise to 130 million, or 60% of total sales.
In an analysis of the connected TV landscape, Scherf added that online viewers watch more not less TV; consumers find the TV Everywhere feature appealing, but few express a willingness to pay for it; and that the most popular connected TV features that can predict a purchase have been found to be social networking updates and sync electronic calendar.
