CTAM: Video App Usage Boosts Viewer Engagement

Publish date:

Video apps are likely to lead to greater engagement with TV viewing, with roughly 85% of video app users reporting that they are watching the same or more TV since starting to use video apps, according to a new study that was commissioned by the Cable & Telecommunications Association for Marketing and conducted by Nielsen.

Respondents also indicated that apps can enhance viewing of regularly scheduled TV, with nearly half (46%) reporting being more engaged with the programs or networks associated with the video apps after accessing them. About 35% reported that video app usage causes them to visit the network or program website associated with the video app more than they had before they using the app.

The CTAM study also provided good news for the growing number of programmers that are creating "Sync-to-TV" apps, which provide additional content and interactive features on a mobile device or tablet that is synched up to the viewing of a program on a TV.

In addition, 63% of respondents said that "free or low subscription rates" was the most important attribute for a video application like Hulu. In addition, 65% of video app users reported that word-of-mouth plays an important role in deciding which video apps to use.

Read more at B&C here.