Video App Usage Increases TV Engagement

NATIONAL HARBOR: Nearly half of video app users report being more engaged with TV shows and networks associated with the video apps after accessing them, according to new research conducted by Nielsen and commissioned by the Cable & Telecommunications Association for Marketing (CTAM).

The research, Roadmap to Video Apps (What Makes Viewers APPY?), shows that around 85 percent of video app users says they are watching the same amount or more regularly scheduled TV since using video apps. Adding to their engagement, 35 percent report that video app usage has led them to visit the network or TV show’s website more than they had before they started using the app.

Consumer engagement also increases when using "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. The study found that users of these Sync-to-TV apps increased their engagement with TV programming and advertising rather than distracting from it.

Cost is another factor in using the video apps, the survey shows. Of the respondents, 63 percent said that "free to low subscription rates" is the most important attribute for a video app.

“This new research uncovers valuable insights into how people are using video apps, how they complement their TV viewing behavior and what’s most important to them,” said Indira Venkat, the senior VP of strategic research and consumer insights for The Weather Channel Companies, and member of the CTAM Research Committee overseeing this study. “The results are encouraging, including the finding that consumers are open to advertisements on apps in exchange for a free or a lower costs service and generally even more receptive to ads on tablet apps.”