TV Widgets/Apps Key to Monetizing OTT Video

Tuesday, April 20th, 2010 
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Most consumer electronics (CE) device manufacturers are introducing software platforms that support widgets–also called TV applications, reports In-Stat. This sets the stage for a burgeoning new market and alters how people will access Internet content–from news, web-surfing and purchasing to watching Netflix movies and YouTube.

“By 2013, TV applications have the potential to generate over $1.7 billion in annual revenue,” says Keith Nissen, In-Stat analyst. “Our primary research shows consumers already have a moderate interest in TV Widgets. An innovative web-enabled CE device and service from a company like Google or Apple could truly galvanize the market, much as the iPhone transformed the mobile telephony market.”

TV applications are small, self-contained software programs that can be plugged into a web application to access a wide range of content. Due to their broad scope, TV apps are rapidly becoming a ubiquitous product requirement for nearly all web-enabled CE devices.

Recent research by In-Stat found the following:

  • US shipments of web-enabled CE devices that support TV applications will grow from 14.6 million in 2010 to 83.4 million by 2014.
  • By 2014, over 59 million US broadband households will own at least one CE device that supports TV applications.
  • By 2014, the US installed base of CE devices that support TV applications will be 136 million units.

The research, “The US Market for Web-Based TV Widgets and Applications” (#IN1004657CM), covers the US market for Web-based TV apps. It includes:

  • Review of TV app platforms: Boxee, DivX, LG Electronics, Netgear, Panasonic, Philips, Roku, Samsung, Seagate, Sony, Toshiba, Yahoo! Widgets, Vizio, and Vudu.
  • Analysis of application categories and consumer demand.
  • Exploration of productizing TV applications.
  • Forecasts of US consumer Internet usage, installed base of web-enabled CE devices.

For a free sample of the report and more information, please contact Elaine Potter at: [email protected]iness.com or (480) 483-4441