Growing Shipments of Web-enabled CE Devices is Foundation for TV Widgets Market

A growing set of consumer electronics devices, ranging from web-enabled TVs, to Blu-ray players and over-the-top set-top boxes support TV widgets. Among these TV applications are those that enable users to view YouTube videos, access Netflix, or obtain weather forecasts directly on the TV using a broadband Internet connection. The rapid growth of web-enabled CE devices, which market research firm, In-Stat, projects will reach 83.4 million by 2014, is the foundation for a vibrant TV Widget Market.

Most consumer electronics (CE) device manufacturers are introducing software platforms that support widgets. However, In-Stat research indicates only a modest consumer interest in performing PC-centric applications on the TV. Consumers have higher interest in TV applications that enhance and/or augment the viewing experience, rather than simply provide information that is readily accessible via other screens.

“Consumers want more than simply displaying additional data on the TV screen, such as baseball statistics, consumers want new and unique TV functionality” Keith Nissen, In-Stat analyst. “For example, there is strong interest for TV widgets that let the viewer control the camera angle being displayed on screen.”

Other research findings include:

• By 2013, TV applications have the potential to generate over $1.7 billion in annual revenue
• Households with adults under 40 years of age have the highest interest in using TV widgets
• Screen control, news and entertainment information have broad appeal across all age groups
• TV widgets, such as multi-session games, are highly valued by small user segments. These represent a significant revenue opportunity
• There is substantial interest in TV widgets that enable local online purchases, such as pizza delivery or movie tickets
• Viewing YouTube videos on the TV are favored only by households in the 18-24 age group

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

• Three-Year Consumer Adoption and Revenue Forecast
• 2009-2014 Forecast of HHs with at Least One Web-Enabled CE Device that View OTT Video
• 2009-2014 US Installed Base of Web-Enabled CE Devices
• US Annual Shipments of Web-Enabled CE Devices Supporting TV Applications
• TV Application Summary Based on Internet Behavior Segments
• Summary of Consumer Interest in TV Applications, by Age Group
• Demand for TV Applications by 14 Categories, by Age Group and by Behavior Segment

For a free sample of the report and more information, please contact Elaine Potter at: epotter@instat.com or (480) 483-4441