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The broadcast industry is witnessing a rapid expansion of linear channel line-ups within TV Everywhere apps. This makes it possible to use multiscreen devices as true alternatives to the set-top box for multi-room viewing.
Adopting a multiscreen mindset starts with a culture change at the very top. This change requires everyone in the industry to understand that the transformation into a multiscreen content delivery service is taking place. With millennials consuming content on a mobile device before any other medium, the shift to digital is only going to accelerate in the coming years.
Numbers of viewers with different viewing habits are growing globally. They are watching time-shifted content and/or VoD content; some are using smart TVs or games consoles to access online video via broadband, whether provided by an over-the top (OTT) provider like Netflix or a pay-TV provider's OTT service. They may be accessing those services in the home and elsewhere, using tablets, media players, smartphones and other mobile devices. The multiscreen revolution is certainly underway. It is predicted that half of all viewing in pay-TV homes could be on non-STB (set-top box) devices by 2020. Tablets could certainly drive higher multiscreen viewing; they can complement and also replace secondary TV viewing.
Multiscreen Equality
Multiscreen viewing is heading toward the 50 percent mark (multiscreen equality) that presents notable challenges for the pay-TV industry. It becomes imperative for operators to provide multiscreen QoE and reliability that matches broadcast standards. The biggest question presented by a 50/50 in 2020 prediction is whether the industry can afford such levels of multiscreen viewing, and whether anything can be done to limit it.
Even if the trend toward multiscreen viewing is strong, is it really possible that 50 percent of video viewing will take place on non-STB devices by 2020? Multiscreen viewing is increasing significantly but the largest screen in the home will retain a primary role. Multiscreen usage will increase but for some events the main screen will always trump other devices.
Another major factor that could inhibit the development of multiscreen services, whether provided by OTT providers, pay-TV companies, or anyone else is the extent and quality of broadband coverage. Broadband speeds will accelerate toward the 50-Mbps mark in many areas over the next few years,...