Leading TV executives are still undecided as to which company is pushing forward the most effective connected TV strategy, according to a survey carried out by MPP Global Solutions. The survey asked respondents to select which companies they felt had the most effective strategy for success in the connected TV market, but the results proved to be inconclusive in terms of choosing a clear winner.
Just 26% of senior industry figures felt that Apple’s TV service will succeed long term, while 22% identified Google TV and only 17% seeing Netflix as having effective long-term strategies for success.
James Eddleston, Head of Marketing for MPP Global Solutions, said: “This inconclusive result reflects the content of the discussion; that the connected TV market is still coming out of the early adopter phase and even major players such as Apple, Google and Netflix are still trying to identify the best approach for success”.
A recent study by YouGov identified that only 35% of Connected-TV owners use their devices for on-demand services, with one in four (25%) having never connected it to the internet at all.
James added: “As with most new technologies it will take time for Connected-TV to proliferate to the purchasing public as a whole. However, as sales are set to increase by 70% by 2016, it is clear that this is a rapidly growing market and developing an effective strategy is crucial for companies seeking to be part of this latest advancement in the connected revolution.”