Other key highlights of the research include:

  • Connected devices more prominent in APAC: while heavy use of connected devices alongside TV viewing is limited to younger Media 3.0 Masters in the US and UK, the majority of all consumers in Indonesia (90%), Singapore (80%), India (79%) and Australia (71%) are making use of second screens, making them Two-Fold Users. Only around half of US (53%) and UK (50%) consumers use connected devices while watching TV.
  • Content distractions: In the majority of global markets, connected devices are mostly used as a distraction from content rather than a complement, often by Two-Fold Users. In the UK (30%), U.S. (33%), Australia (35%) and Singapore (33%) more consumers use connected devices to play games or chat with friends while watching TV. It is only India and Indonesia that differ, where the most popular use of connected devices is to interact with or discuss the program on social media (India, 27%) or to get more information on a program or download related apps (Indonesia, 47%).
  • Consumer patience and windowing: Content windows have been less of an issue for consumers than the attention around binge watching would suggest. The research revealed that the majority of US (69%) and UK (67%) are happy to wait for new shows to become available – often these will be TV Traditionalists. Only a very small proportion of consumers (Likely the Media 3.0 Masters) would not be willing to wait, with 7% in the US and 6% in the UK saying they would switch content provider if necessary, and 5% in both markets who would keep their content provider and search online for pirated content.

“The massive rise in popularity of OTT services is facilitating an evolution in content consumption habits. It’s clear from our research that young consumers have the strongest expectations when it comes to personalization, content availability and multi-screen devices,” said Richard Scott, Senior Vice President, Sales and Marketing, Irdeto. “It’s important for both traditional broadcasters and OTT service providers to cater to these evolving habits, ensuring an engaging multi-screen experience while also considering the personas they’re targeting for new services.”