There is a commonly held belief among some industry prognosticators that OTT delivery of television to computers, smartphones, tablets and other devices will ultimately be the undoing of traditional television.
The argument goes that viewers favor the ability to shift time by using the video-on-demand capability inherent in OTT-delivered content. Linear television, thus, will fade into the past as viewers time-shift to their hearts’ content.
Not so fast, says newly released research from Ovum. The research, commissioned by Avid, found a far different relationship between OTT and linear TV. In fact, the research suggests for many tablet, computer and smartphone users, OTT may actually serve to whet viewers’ appetite for old-fashioned appointment television.
In this podcast interview, Ovum lead analyst Adrian Drury and Avid VP of Marketing and Worldwide CMO William Sean Ford discuss the research and the findings. A note to listeners, this is the first of a two-part interview.