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NPD: Connected-TV Users Love Apps

21 Apr, 2014 By: Erik Gruenwedel

Seventy-five percent of connected-TV app users said video apps are essential to their TV viewing, according to new data from The NPD Group. Another 63% said TV Everywhere apps from their pay-TV operators was important to them.

Netflix, YouTube and TV Everywhere ranked among the most popular apps on connected TVs, according to more than 3,800 U.S. consumers, aged 18 years or older, who took part in the first-quarter online survey.

Other top apps included The Weather Channel, Hulu Plus, History, Amazon Prime Instant Video, HBO Go, Fox News, PBS and WatchESPN.

“The importance of having core video aggregation apps … has a lot to do with the convenience that allows consumers to easily access a multitude of programming options in one place,” John Buffone, executive director, connected intelligence at NPD, said in a statement. “The next wave of TV app user, however, is looking for a different experience than earlier adopters and is placing greater emphasis on TV Everywhere apps from their favorite networks.”

Among current and prospective connected TV app users, which include owners of Blu-ray Disc players, 48% said being able to find new apps impacts the device they prefer to use on their TV.

“There’s a large and lucrative developing audience in the TV app market,” Buffone said. “As new consumers acquire and begin using connected TV devices they are going to be looking for a broader array of Network TV apps. As long as they can find and use new apps easily; we expect network apps to become a destination for viewers looking for their favorite shows.”

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