Exploration finds that Half of CTV Viewers Perceive Advantages in Remaining Loyal to the Same Product Platform
In a recent study, research firm Parks Associates has emphasized the benefits of staying within a product ecosystem for managing apps and preferences on connected TV (CTV) devices. The study, which focused on households owning or planning to purchase a CTV device, suggests that ease of navigation across a company's portfolio and supported streaming apps may be key to capturing households planning to buy a smart TV in the next six months.
According to the research, most households that own or are planning to purchase a CTV device recognize the benefits of staying within a product ecosystem. This is particularly important for managing apps and preferences, with 53% of households preferring to do so when using devices within the same ecosystem.
Parks Associates also noted that companies looking to capture these households could succeed by emphasizing the ease of navigation across their portfolio and their list of supported streaming apps. This strategy, the research suggests, could be particularly effective in attracting ad-supported video-on-demand (AVOD) users, a sector in which Roku has shown particular strength.
Roku device owners/users have high usage rates for The Roku Channel, according to Sternblitz-Rubenstein, Vice President of Marketing at Parks Associates. Roku has been particularly effective in attracting AVOD users by leveraging its CTV platforms, the research notes. The new research data from Parks Associates particularly indicates Roku's strong performance in attracting users of AVOD services.
The research highlights the importance of easy navigation between connected TVs and other devices. Customers, according to Sternblitz-Rubenstein, desire a fast, easy-to-navigate interface that offers an expansive experience across multiple devices and apps, particularly AVOD services.
The findings from Parks Associates come at a time when one-third of households plan to buy a smart TV in the next six months. The research suggests that companies looking to capitalize on this trend could benefit from prioritizing ease of navigation and a seamless user experience across their portfolio of devices and supported apps.
The Future of Video conference, hosted by Parks Associates, will address these topics and more. The seventh annual in-person Future of Video conference will be held on Nov. 19-21 at the Marina del Rey Marriott in Marina del Rey, Calif. The conference will feature discussions on the latest innovations to meet customer demands, as well as design and messaging strategies that will resonate with streaming households. The event will also address new strategies for streaming, internet, and mobile providers to deliver high-quality video services that retain current and attract new video subscribers.
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