Two new pieces of research suggest a limited impact so far by OTT and non-linear TV delivery systems on traditional forms of TV consumption:
1) First, IHS is claiming that ‘Broadcasters Have No Cause for Panic Over Rise of Nonlinear TV’, based on predictions that DVR, on-demand and other forms of nonlinear programming will account for “only 15.8% of television viewing in the United States in 2015, up from 9.9% in 2010″ – while in the UK, non-linear will account for 12.7% of television viewing in 2015, up from 7.8% in 2010 (see here).
2) Second, Videonuze, citing a new study by Nielsen and CTAM for the US market, concludes - with caveats – that for those fearing that video consumption through mobile and connected devices threatens to disrupt traditional linear TV viewership, it may not be “happening en masse, at least not yet”. The study suggests that 85% of video app users are watching the same or more regularly scheduled [amounts of] TV.
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