In-Stat: Consumers Use TV Widgets to Enhance Viewing Experience

  • Web-to-TV
SCOTTSDALE, AZ - A growing set of consumer electronics (CE) devices, ranging from Web-enabled TVs to Blu-ray players and over-the-top set-top boxes, support TV widgets.  These TV applications enable users to view YouTube videos, access Netflix, or obtain weather forecasts directly on the TV using a broadband Internet connection. The rapid growth of Web-enabled CE devices, which market research firm In-Stat projects will reach 83.4 million by 2014, is the foundation of a vibrant TV widget market.
Most CE device manufacturers are introducing software platforms that support widgets.  However, In-Stat research indicates only a modest consumer interest in performing PC-centric applications on the TV. Consumers have more interest in TV applications that enhance or augment the viewing experience rather than simply providing information that is readily accessible via other screens, such as baseball statistics.

"Consumers want new and unique TV functionality," says Keith Nissen, In-Stat analyst.  "For example, there is strong interest for TV widgets that let the viewer control the camera angle being displayed on screen."


Other research findings include:



  • By 2013, TV applications have the potential to generate more than $1.7 billion in annual revenue.

  • Households with adults under 40 years of age have the highest interest in using TV widgets.

  • Screen control, news and entertainment information have broad appeal across all age groups.

  • Certain TV widgets, such as multisession games, are highly valued by small user segments.  These represent a significant revenue opportunity.

  • There is substantial interest in TV widgets that enable local online purchases, such as pizza delivery or movie tickets.

  • Viewing YouTube videos on the TV is favored only by households in the 18-24 age group.

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