Consumer Expectations Remain High for OTT TV Service Experiences

Dallas, Tex., March 18, 2014--Connected home research announced by Parks Associates at TV Connect in London finds consumers expect the same TV user experience throughout their home, regardless of whether the service is offered via OTT, managed operator network, satellite, or other delivery mechanisms. Expectations also remain the same regardless of the receiving device, including set-top box or connected CE device.

“While some operators might see OTT delivery or use on a connected CE device as a way to offer a slimmed-down version of their user interface, consumers still expect the full-feature service and interface experience regardless of how it is delivered to the TV,” said Brett Sappington, Director, Research, Parks Associates, who will discuss consumer expectations in two sessions at TV Connect, "The Rise of 4K” and "Tomorrow’s Set-top Box: Thick or Thin Client,” on Wednesday, March 19.

Parks Associates, a leading international market research firm, is also supporting the Next TV Summit in New York City this week. The firm reports set-top box middleware must also accommodate the interoperation and virtualization of features among CPE devices, which will add substantially to the software’s complexity.

“While cost is often mentioned as a key motivator, the trend of multiscreen content consumption is perhapsa greater driver of change in set-top boxes,” Sappington said. “Many operators now believe that the business of video services has fundamentally changed, and full IP distribution of content is the next evolutionary step for the pay-TV industry. Our research shows 4K TVs will reach mass-market pricing in the next two years, which will put even greater pressure on video delivery systems.“

Sappington will also host a complimentary webcast “OTT Services: Moving from Sideline to Primetime” on Thursday, March 27, where he will address international trends in OTT services and the role of pay-TV providers in the future of OTT video. Register at http://www.parksassociates.com/ott-services-march2014.