NPD: 75% of 18- to 34-Year-Olds Stream Video on Connected TVs7 Oct, 2013 By: Erik Gruenwedel
Blu-ray Disc players rank No. 2 for streaming broadband video
Three-quarters of Madison Avenue’s most desired demographic — 18- to 34-year-olds — watch over-the-top video from Netflix and YouTube, among others, on their connected televisions, according to new data from The NPD Group.
After Netflix and YouTube, the most popular OTT video sources among 18- to 34-year-olds included Amazon Prime and Instant Video, Hulu Plus, Crackle.com, PlayStation Video and Xbox Video.
By comparison, 68% of the same demo use their connected TV to watch programming from their multichannel video program distributor, or cable, satellite or telecom TV provider.
The percentages for accessing MVPDs on their connected TVs increase to more than 70% among 34- to 54 year-olds, and more than 80% among the 55 and older demo, according to the second-quarter online survey of 5,000 U.S. consumers, which asked questions about their usage of computers, smartphones, tablets and connected TVs.
Streaming media player owners are the most likely to use a connected TV to access OTT video content, as 81% of owners cited doing so. This is followed by connected Blu-ray Disc player owners (77%), connected video game consoles owners (73%) and consumers with their TV directly connected to the Internet (66%).
NPD expects to see more pay-TV operators offering subscribers services such as Netflix in an effort to improve content access and availability.
“The younger consumer has come to expect a broadband experience from any screen they come in contact with, and their TV is no exception,” John Buffone, director of devices with NPD Connected Intelligence, said in a statement. “The pace by which networks develop their digital services for the TV screen will increasingly drive brand equity, viewership and subscriptions among the critically important [younger-than-] 35 demographic who has become captivated by the availability of OTT video.”