The Return to TV: Why Viewers Choose Bigger Screens in the Streaming Era
Fifteen years ago, LG launched the first big-screen TVs with built-in streaming software, marking a pivotal moment in entertainment. Netflix, fresh from its DVD rental roots, embraced this shift and became a trailblazer in the streaming world. Reading this 2009 article from Wired is like peering into the past; There’s no mention of ‘apps’ or app stores, just “directly embedded software,” with a prescient observation about the future: “At this rate, those red Netflix envelopes in the mail could soon become a collector’s item.”
Fast forward to today, and the pace of change in TV viewing habits hasn’t slowed—it’s skyrocketed. Streaming services that focus solely on mobile devices or a limited range of TV platforms are at risk of falling behind. The barriers to distribution across all major TV platforms – whether due to cost, supplier limitations, or technical hurdles – are real, but the rewards of expansion are significant.
Video viewers are three times more likely to prefer watching on the Big Screen
This month saw the publication of the latest TiVo Video Trends Report with some eye-catching figures on big screen usage. Respondents to the Q2 2024 survey were around three times more likely to prefer watching video on TV than on smaller devices like phones, tablets, and PCs. This preference is especially pronounced for long-form content like TV shows and movies, while short-form content remains more popular on smartphones and tablets.
In the early days of OTT, the focus was on enabling viewers to watch content on any device, anytime, and anywhere, especially on mobile devices. While this on-the-go viewing experience remains appealing, the latest figures demonstrate that television is still the dominant choice for long-form content. As Smart TVs continue to evolve, equipped with major streaming apps for seamless access, their popularity is set to grow. In fact, the TiVo report also indicates that 45.1% of respondents cite built-in streaming apps as a key reason for purchasing a Smart TV, highlighting the enduring value of the big screen for viewers.
This growing preference for TVs as the primary device for consuming VOD content presents a substantial monetisation opportunity for streaming operators. By expanding distribution across more TV platforms, operators can tap into a broader audience and increase revenue streams. The pace of this shift is further reflected in data from Statista, in cooperation with NPAW, which examined VOD consumption per device worldwide. The findings indicate that TV remains a central player in the streaming ecosystem, increasingly squeezing out all other devices.
It’s no surprise then that the most common conversation we had with streaming services at IBC 2024 revolved around the evolving TV ecosystem and the challenges of building and maintaining bespoke applications across multiple platforms. Streaming operators are increasingly aware that viewers expect their services to be available across a range of devices, and they are eager to meet that demand. However, the landscape is becoming more complex, with companies like Amazon rumoured to be planning to introduce a new platform in 2025 and Samsung updating its operating system. This evolution makes it increasingly challenging for operators to manage and maintain their TV software ecosystems independently.
At Magine Pro, we understand these complexities and are equipped to help operators navigate them. Our extensive experience with multiple TV platforms, including Smart TV apps, positions us as a trusted partner for those looking to migrate to a more robust distribution model. While transitioning to a new platform can seem daunting, we can help mitigate risks and ensure a smooth process, allowing operators to capitalise on new opportunities.
Embracing change is crucial in the media and entertainment landscape. Learn more about switching to Magine Pro in our ebook, OTT Migration Made Easy. And if you’re interested in finding out about the benefits of being on the big screen, don’t miss our Whitepaper featuring case studies from the likes of US SVOD service Passionflix.
