Study: Linear TV Alive and Well Despite Alternatives

An annual study of consumer video consumption habits and platforms conducted by Frank N. Magid Associates (www.magid.com) indicates that despite the increased use of alternative video viewing platforms (like VOD, set-top boxes, instant streaming, and mobile apps...

An annual study of consumer video consumption habits and platforms conducted by Frank N. Magid Associates (www.magid.com) indicates that despite the increased use of alternative video viewing platforms (like VOD, set-top boxes, instant streaming, and mobile apps), the vast majority of consumers intend to keep their traditional subscriptions with cable, satellite and telco TV providers.

Magid's study, "2010: The New Age of Video Entertainment," suggests that fears of cord-cutting may be overblown. For example:

* Consumers using the greatest number of alternative platforms also tend to spend the most money on traditional subscription services. This finding appears to undermine the view that the use of alternative video viewing platforms will compel consumers to cancel their TV subscriptions. In fact, the study indicates that alternative video viewing platforms should be considered additive to traditional subscription TV.

* Only 10 percent of consumers expressed an interest in trying TV show and movie viewing from the Internet to a computer or tablet screen. In contrast, interest surged in viewing this content on a TV screen via a computer connected to the Internet, and it climbed even higher for devices designed specifically to stream content to the TV (such as AppleTV and Roku).
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