'As new video viewing platforms such as instant streaming and mobile apps proliferate, consumers are simply adding them to their portfolio of video viewing options. 'The average American's capacity to consume video content is impressive,' said Maryann Baldwin, Vice President of Magid Media Futures™. In contrast, interest surges in viewing this content on a TV screen via a computer connected to the Internet, and it climbs even higher for devices designed specifically to stream content to the TV (such as AppleTV and Roku). Only 10 percent of consumers express an interest in trying TV show and movie viewing from the Internet to a computer or tablet screen.In fact, the study shows that alternative video viewing platforms should be considered additive to traditional subscription television.

This finding appears to undermine the view that the use of alternative video viewing platforms will compel consumers to become 'cord cutters,' en masse, by cancelling their television subscriptions. Consumers using the greatest number of alternative platforms also tend to spend the most money on traditional subscription services.On the contrary, Magid's new study, '2010: The New Age of Video Entertainment,' uncovers several consumer behaviors that should persuade the industry to take a second look at earlier defection forecasts, including: Magid Associates reveals that despite the increased use of alternative video viewing platforms (like video-on-demand, set-top boxes, instant streaming, and mobile apps), the vast majority of consumers intend to continue to maintain their traditional subscriptions with cable, satellite, and telco TV providers.įor several years, cable, satellite, and telco TV providers have been working under the assumption that as the use of alternative video viewing platforms grows, consumers will increasingly 'cut the cord' and cancel their subscriptions. Magid Study Reveals Impact of Alternative Video Viewing Platforms on Traditional Television and Home Video MarketsĪn annual study of consumer video consumption habits and platforms conducted by Frank N.

Ifeelgoods skype credit