TDG: Tablet Users Prefer OTT Service Apps to TV Apps

According to new research from The Diffusion Group (TDG), despite the widening availability of ‘TV Everywhere’ services, tablet owners are significantly more likely to use over-the-top service apps such as Netflix than those offered by both TV networks and operators.

Almost half (48%) of adult tablet owners report using OTT video apps on occasion, compared with 37% that use broadcast network apps, 31% that use cable network apps, and 23% that use TV operator apps.

The use of tablet apps for both free and fee-based online services is not only more widespread but occurs more frequently than the use of TV-specific apps. For example 41% of tablet users engage OTT service apps at least once a month, compared to 26% who use apps from the ‘Big Four’ broadcasters, 21% that use cable channel apps, and only 16% who turn to TV operator apps at least once a month.

“Some 60% of adult broadband users now own a tablet such as iPad or Kindle Fire,” notes Michael Greeson, TDG President and Director of Research. “These portable platforms are rapidly becoming second televisions in the home, where three-fourths of tablet video viewing takes place. This is consistent with predictions TDG offered the very week the iPad was first introduced.”