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In the evolving television landscape, competition for what viewers choose first when they turn on the TV is increasing. Historically, the last channel watched, or the “introductory” show, has had a huge impact on viewer habits. However, with the advent of on-demand and streaming services, this dynamic is changing.
According to Hub Entertainment Research’s latest ‘Decoding the Default’ study, smart TV apps have made significant progress and now rival set-top boxes as the primary starting point for viewers when viewing video content. .
This marks a significant change from just two years ago, when set-top boxes were nearly twice as popular as smart TV apps for starting a viewing session.
According to the study, 32% of viewers now start a video session on a smart TV app, up 10 points from 22% in 2021. In contrast, viewers starting with a set-top box (across live, VOD, or DVR viewing) fell to 30% from 41% a year ago. This evolution marks a significant shift in consumer preferences and habits.
Still, live programming, sports, and news remain the main attraction for those who prefer set-top boxes. However, the importance of being a consumer’s default viewing source cannot be underestimated. A viewer who uses a service as his default is significantly more likely to prioritize that service if he is forced to choose just one video source. In a competitive video ecosystem, subscriber retention is paramount.
Interestingly, the percentage of viewers who started on connected devices such as gaming consoles and streaming sticks also increased slightly over the two years, rising from 17% to 19%.
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This trend highlights a broader shift in the TV viewing environment, with smart TV apps gaining traction. As the competition for viewers’ first choice intensifies, understanding these evolving preferences is critical for content providers and broadcasters to develop strategies for audience engagement and retention.