Younger consumers are looking for a more interactive television experience as demonstrated by the increasing use of portable devices, such as tablets and smartphones, to access social media outlets and engage with friends around TV shows.
This is borne out by research conducted in the UK by Digital Marketing Agency Digital Clarity earlier this year, this showed that 72% of the under 25s surveyed multi-task by using social media apps on smartphones to comment on shows while they are watching them.
There is no doubt the TV landscape is changing thanks to the rapid adoption of connected technologies. Viewers are using these to supplement their linear TV consumption with VOD and other services delivered over the top. Tablets and smartphones are also becoming increasingly popular as video consumption devices which demonstrates that people are looking to take their TV experience with them around the connected home. These companion devices offer more flexible viewing and allow users to engage with their favourite shows through social TV apps.
Netgem set-top box N8000
Since more and more people are using tablets to access content, service providers that fail to support these portable devices risk losing customers to alternative services outside of the traditional pay TV infrastructure. Therefore operators need to offer subscribers interactive and multi-screen viewing experiences that are consistent and simple to use.