Online viewing not the future of TV just yet
TweetFollow Us on Twitter

Online viewing not the future of TV just yet

If Apple is expecting its Macs, iPhones, iPads, etc., to be the future of TV viewing, Jobs & Company have their work cut for them. Despite the growing amount of video available online, less than 8% of U.S. broadband households are considering canceling their pay-TV services in favor of online video, according to Parks Associates (http://www.parksassociates.com).

A 2008 study reported 11% of U.S. broadband households were considering canceling pay-TV services, and in an earlier 2009 survey, the number was 10%. A new study found approximately 5.5 million homes would be open to canceling pay TV due in part to the availability of online video. At the same time, one-half of these households are also considering a switch to a new pay-TV provider, indicating the primary threats to companies such as Verizon, Comcast, DirecTV, and Cablevision are still their traditional competitors.

The households likely to switch or cancel their services watch a whopping 10 hours of online video each week, much higher than typical video consumers. They express strong interest in having online access to pay-TV channels (e.g., TV Everywhere), which highlights an opportunity for traditional pay-TV providers to solidify their base through the deployment of such features. Offline video consumption is also higher. Their median number of DVD rentals from the last six months is 18, compared to two rentals among other households.

"The threat of cannibalization is real but misunderstood,” says John Barrett, director, research, Parks Associates. “Nobody is going to rely on online video alone -- households likely to cancel their TV services are going to use a mixture of online video, free-to-air broadcasts, and DVDs, including rental services such as Netflix and redbox.”

Barrett also discounted the immediate threat of migration to online video. “Very few households have made the switch, a sign that the alternative is not yet compelling," he says. "Just 0.5% of broadband households (350,000 homes) had pay TV, cancelled it, and now watch five or more hours of online video per week. People who have made the switch to online video are few in number, and they don’t watch much TV anyway."

So if Apple want to make serious in-roads into getting a solid presence in the living room, it's going to have to rethink the Apple TV -- and move it out of the hobby category.

 

Community Search:
MacTech Search:

Software Updates via MacUpdate

Latest Forum Discussions

See All

Soft Drummer (Music)
Soft Drummer 1.0 Device: iOS Universal Category: Music Price: $14.99, Version: 1.0 (iTunes) Description: Soft Drummer is the closest thing to a pro session subtle drummer in your pocket. Easy to use and fast, it's much more than a... | Read more »
Is GO Gear the Pokemon GO map app you...
Now that we've settled into something of a Pokemon GO status quo, the number one desire of most players can best be summed out by modifying a quote from Rod Tidwell of Jerry Maguire: "Show me the Pokemon!" [Read more] | Read more »
Rodeo Stampede update: Mountains, new an...
The Savannah and Jungle were just the beginning in Rodeo Stampede. Get ready to head for the Mountains. I think I heard that in a beer ad once. [Read more] | Read more »
COSMOS RINGS (Games)
COSMOS RINGS 1.0.0 Device: iOS iPhone Category: Games Price: $5.99, Version: 1.0.0 (iTunes) Description: This game cannot be played without the Apple Watch.Released anniversary sale until August 31,2016 PST! A tragic tale of time's... | Read more »
How to get started selling on Mercari
As far as ecommerce has come over the last decade or so, there's still a tremendous opportunity to make it easier for people to buy and sell goods. That's especially true when it comes to shopping apps, which should only continue to increase in... | Read more »
Human Anatomy Atlas 2017 Edition - Compl...
Human Anatomy Atlas 2017 Edition - Complete 3D Human Body 1.0.24 Device: iOS iPhone Category: Medical Price: $24.99, Version: 1.0.24 (iTunes) Description: | Read more »
Heroes of Normandie (Games)
Heroes of Normandie 1.5 Device: iOS Universal Category: Games Price: $14.99, Version: 1.5 (iTunes) Description: The game does not support iPhone 4s and below | Read more »
Why you should never power up Pokemon in...
There's no question that candy is dandy in Pokemon GO. You need big quantities of it to evolve your Pokemon, and when combined with stardust, it can be used to power up your favorite pocket monsters as well, making them more formidable for the gym... | Read more »
Webzen launches 3D MMORPG MU Origin on i...
Mu Origin is featured time and time again at the very top of App Stores in China, and within the top five worldwide top-grossing charts on Google Play.Its popularity in Korea and China, featuring more than 120 registered players in China and 6... | Read more »
Severed (Games)
Severed 1.0 Device: iOS Universal Category: Games Price: $5.99, Version: 1.0 (iTunes) Description: LAUNCH DISCOUNT ON NOW!! ENDS AUGUST 4! ==== Take control of a one-armed warrior named Sasha, wielding a living sword on her journey... | Read more »

Price Scanner via MacPrices.net

Second-Quarter Tablet Shipments Fell 4.8% –...
The latest report from the global market research firm TrendForce finds that worldwide tablet shipments for this second quarter totaled 33.54 million units, representing a quarterly drop of 4.8% and... Read more
Global Smartphone Sales Volumes Mark Second S...
According to preliminary results from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, vendors shipped a total of 343.3 million smartphones worldwide in the second... Read more
Apple TVs on sale for $20-$40 off MSRP
Best Buy has 32GB and 64GB Apple TVs on sale for $20-$40 off MSRP on their online store. Choose free shipping or free local store pickup (if available). Sale prices for online orders only, in-store... Read more
Mac minis on sale for $50-$100 off MSRP
B&H Photo has Mac minis on sale for $50 off MSRP including free shipping plus NY sales tax only: - 1.4GHz Mac mini: $449 $50 off MSRP - 2.6GHz Mac mini: $649 $50 off MSRP - 2.8GHz Mac mini: $949... Read more
Clearance 2015 13-inch MacBook Airs available...
B&H Photo has clearance 2015 13″ MacBook Airs available for $300 off original MSRP. Shipping is free, and B&H charges NY sales tax only: - 13″ 1.6GHz/4GB/128GB MacBook Air (MJVE2LL/A): $799... Read more
Apple certified refurbished iPad mini 4s avai...
Apple has certified refurbished iPad mini 4s now available for up to $120 off the cost of new models. An Apple one-year warranty is included with each iPad, and shipping is free. The following models... Read more
Notebook Makers In No Rush To Adopt USB-C – R...
Digitimes’ Cage Chao and Joseph Tsai note that while the USB Type-C interface is enjoying growing popularity among smartphones and tablet makers, notebook and all-in-one (AIO) PC vendors (other than... Read more
iMacs on sale for up to $250 off MSRP
B&H Photo has 21″ and 27″ Apple iMacs on sale for up to $250 off MSRP including free shipping plus NY sales tax only: - 27″ 3.3GHz iMac 5K: $2049 $250 off MSRP - 27″ 3.2GHz/1TB Fusion iMac 5K: $... Read more
12-inch 1.1GHz Retina MacBooks on sale for up...
Amazon has 2016 12″ 1.1GHz/256GB Retina MacBooks on sale for up to $100 off MSRP including free shipping: - 12″ 1.1GHz Space Gray Retina MacBook: $1199 $100 off MSRP - 12″ 1.1GHz Silver Retina... Read more
Bare Bones Software Releases Free TextWrangle...
Bare Bones Software has announced the release and immediate availability of TextWrangler 5.5, a significant update to its powerful, free, general purpose text editor for Mac OS X. TextWrangler is a... Read more

Jobs Board

*Apple* Solutions Consultant - APPLE (United...
Job Summary As an Apple Solutions Consultant, you'll be the link between our future customers and our products. You'll showcase your entrepreneurial spirit as you Read more
Lead *Apple* Solutions Consultant - APPLE (...
Job Summary The Lead ASC is an Apple employee who serves as the Apple business manager and influencer across a number of Reseller locations. The Lead ASC's role Read more
*Apple* Retail - Multiple Positions, Charles...
Job Description:SalesSpecialist - Retail Customer Service and SalesTransform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
*Apple* Retail - Multiple Positions, Willow...
Job Description:SalesSpecialist - Retail Customer Service and SalesTransform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
*Apple* Evangelist - JAMF Software (United S...
The Apple Evangelist is responsible for building and cultivating strategic relationships with Apple 's small and mid-market business development field teams. This Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.