One of the longstanding criticisms of the Connected TV market is that these devices are often purchased and then not used to their fullest extent. Connection rates of TVs are slowly increasing although this remains an industry challenge, better consumer awareness, improved OTT content and better user interfaces are all needed. The growth of the smartphone market also presents opportunities for the Connected TV market; second screen applications can significantly enhance the Connected TV experience.
Touchscreen Smartphones are ideal for searching TV listings, scheduling recordings and managing the main TV without disrupting what’s being viewed. Live and recorded content can also be streamed to these devices as we’ve shown with our own ANT Galio Move.
At this year’s IBC we demonstrated a range of new ANT Galio Move features that enable consumers to interact with social media and access additional associated online content such as iTunes, YouTube and Wikipedia based on what the consumer is watching. As smartphone and tablet adoption rates continue to grow so does the second screen opportunity for the connected TV Market.