More than half (61%) of the 16 million UltraViolet users in the U.S. are have watched a movie from their cloud-based UV library on a TV, up 43% from those that were doing so last August, NPG Group found in “Wave2” of its report on the digital locker format.
The latest report, citing data from February, found that the largest gains were made viewing on Internet-connected TVs and Blu-ray players, while also seeing growth on streaming media players and gaming consoles. TV-centric viewing is complementing the 72% of UV users who watch UltraViolet movies on computers, and 60% who use tablets, NPD Group said.
The report, which summarized findings from a 5,802 UltraViolet-respondent survey plus data culled from 9,490 respondents from NPD’s online survey panel, found that satisfaction with UV among users is near 90%, and 82% plan to continue using the service in the future.
“Device interoperability has always been a key value proposition of UltraViolet. The proliferation of UV users accessing UV movies on their TV and across a broad array of connected devices demonstrates this utility,” said Justin Bailey, NPD’s director, industry analysis, in a statement.
NPD also found that people who sign up for UltraViolet spends three times more on home entertainment content, such as physical or digital TV shows and movies, than the average home entertainment buyer. Additionally, a UV user is four times more likely to own a streaming media device or a connected Blu-ray player and is 11 times more likely to have made an electronic sell-through digital movie purchase in the last year, the firm said.