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Growing Interest in Widgets, Web-TV Features Drives US Adoption

A growing appetite for video-on-demand (VoD) libraries and customizable widgets that are accessible through TV sets will pave the way for adoption of such enhanced video services in the US, according to a recent report from Parks Associates.

The research finds that 33% of US broadband users are interested in widgets, and almost 50% are interested in premium web content - such as TV shows and movies - through a connected set-top box.

Consumers who respond favorably to enhanced interactive features are also willing to pay for them - either on the price of a TV or as an additional subscription cost for certain features, according to Parks Associates.

As a result, the white paper, “From Boob Tube to YouTube: Consumers and TV,” states that TV manufacturers and service providers can benefit from higher margins and ARPU generation by providing these Web-like experiences via the TV.

“Broadband households are growing accustomed to viewing video off the internet,” said said Kurt Scherf, VP and principal analyst, Parks Associates. “Demand for Web and user-generated content will increase, and those desires will influence their CE purchases and service provider choices, while widgets and VoD libraries will be the first in a long line of advanced video services people will want in their living rooms.”

Widgets are defined as web-like displays that show customized news, weather, sports, or traffic information.