The US Market for Multiscreen Services

The term “multiscreen video” typically refers to the viewing of video content on multiple screens, such as a smartphone, tablet or personal computer. There is general consensus that this will be a growing, long-term trend. In contrast, the multiscreen TV experience is defined as the use of a companion device/screen in association with discovering, acquiring and viewing full-length video content (movies/TV programs) on the in-home television. While a single device, such as a tablet, may serve as both a companion device for the TV and a first-screen viewing device, the two use-cases are separate and distinct.

There are a number of prerequisites needed for the US multiscreen TV market to take hold. These include:

A large installed base of connected/connectable devices
Personalized recommendation systems and companion app technology
The rollout of initial personalized video services
Consumer interest in TV multi-tasking
A complementary pay-TV business model
The one prerequisite for the multiscreen TV market that is not in place is a complementary business model. Pay-TV service providers have long employed a business model focused on upselling. New technology is bundled into the top-of-the-line service packages to increase average revenue per user (ARPU). With regard to personalized video services, pay-TV operators prefer to maximize revenue with lower subscriber penetration rather than promoting mass adoption of a free enhancement. This makes good business sense, but it does not help raise the overall value proposition for pay-TV service.

This research examines the hypothesis that market conditions surrounding the emerging multiscreen TV experience are right for a perfect storm to be created. If so, we will be entering the next-generation of TV viewing; where multiple devices, services and video content will combine to create a truly personalized entertainment experience. However, it is also possible that the multiscreen TV market may be delayed or may not coalesce at all. Consumers, or video suppliers themselves, may prefer the status quo to the risk and uncertainty that comes with change. This report examines each of the five required market elements, and presents a vision of what the future multiscreen TV experience may entail. Primary consumer data is assessed in terms of validating or contradicting the research hypothesis, thereby formulating conclusions and a multi-year market forecast of the installed base of connected devices (smartphones, tablets, smart TVs) as well as for multiscreen households, multiscreen users and pay-TV subscribers.

Executive Summary 1

Methodology 6

Introduction. 8

Multiscreen TV Market Prerequisites 9

Connected Devices 9

Technology 14

Personalized Recommendation Engines 14

Companion Apps 16

Personalized Video Services 20

Consumer Demand. 23

Business Models 27

The Multiscreen TV Platform. 29