The Amazing Streaming Balancing Act
by Cat Hausler
6 Min Read
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We all know that consumers have increasingly turned to streaming services to watch their favorite TV and movie content. But how (and where) are they accessing those platforms? A new study from Hub Research Entertainment reveals the data, finding that 25% of US households use Smart TV’s only, 14% use streaming media players (SMPs), and 44% use some combination of both.
Consumers are also using those smart TV’s and SMPs to search for their next show. The study found that 48% of households use their smart TV’s operating systems to search for TV shows and movies, while 52% tap into their streaming devices’ discovery functions to find content. However, these TV and SMP operating systems have some room for improvement, says David Tice, senior consultant of Hub, “The industry would benefit more from a better understanding of, and delivery on, overarching viewer needs-–universal search, single-point billing, unrestricted access to streaming services, etc.—regardless of device.”
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