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Connected TV Users Connected To Apps

Port Washington, N.Y. — A recent survey from The NPD Group found video apps are indispensable for most connected TV users.

According to NPD’s “Connected Intelligence: Connected TV User Experience Report,” 75 percent of connected TV app users said video apps are extremely or very important.

Netflix ranks on the top of the list of video and TV-everywhere network apps cited as important to connected TV users.

“The importance of having core video aggregation apps, such as Netflix and YouTube, has a lot to do with the convenience that allows consumers to easily access a multitude of programming options in one place,” stated John Buffone, Connected Intelligence executive director. “The next wave of TV app users, however, is looking for a different experience than earlier adopters and is placing greater emphasis on TV-everywhere apps from their favorite networks.”

 While it’s important for consumers to have the ability to access a diverse set of apps on their TVs, finding new channels in the app ecosystem is almost equally important. 

Among current and prospective connected TV app users, 48 percent said being able to find new apps impacts the device they prefer to use for apps on their TV.

“There’s a large and lucrative developing audience in the TV app market,” said Buffone. “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.”

Connected TV devices include connected TVs, video game consoles, Blu-ray players and streaming-media boxes.

The NPD online study was conducted in the first quarter of 2014 and questioned more than 3,800 U.S. consumers, aged 18 years or older.