Connected TV: Linear TV is the trump card

This is confirmed by a new study conducted by the market researchers at Facit Digital on behalf of the German state media authorities. It shows that connected TV users also use their TV primarily to watch traditional linear TV. Features such as video-on-demand or other apps are used rather rarely and, above all, only selectively. To better understand the behavior of Connected TV users, an ethnographic study was conducted with 25 consumers who own and actually use an Internet-connected TV. The study participants were visited in their own homes to observe their everyday TV use. They were also asked to perform various tasks on the TV, such as searching for the evening program of a TV station, watching last week's "Tatort," selecting a paid movie, or finding current news from the region. Meanwhile, the subjects' behavior and navigation were analyzed. Specific services such as EPG or media libraries were then specifically discussed.

The study makes it clear that traditional linear TV is also extremely important for the Connected TV users surveyed. Simply switching on the TV set, searching for a program using the EPG or, if necessary, zapping through the channels and enjoying the "normal" TV program is an integral part of their everyday use. This preference for the classic TV offering is also a key reason why many consumers own a Connected TV, but often ignore apps and other smart functions. For most consumers, the motto remains: linear TV is the trump card.

The study shows that alternatives to traditional TV - such as accessing paid content or watching their own recordings - are often only considered when consumers cannot find any interesting linear programming on offer. If the TV set is switched on to watch non-linear content, this is often in the context of planned movie nights with family or friends - Connected TV functions such as video-on-demand or own recordings replace the DVD here. The possibilities offered by Connected TV are also appreciated by "series junkies": They enjoy being able to watch episodes at flexible times. With regard to the various functions offered by Connected TV, time shifting is popular. Interestingly, however, it is used less to archive programs and more to make the TV experience more flexible - i.e., to adjust the start time, take breaks or fast-forward. EPGs have also clearly established themselves and are used as a matter of course to find out about the program. It has already become clear that video-on-demand services are also well received by users as a supplement to linear TV. But not all the functions offered by Connected TV are equally popular. For example, social network apps were not used on TV by any of the study participants.

The Internet browser for surfing on the TV set is also considered irrelevant in view of the fact that smartphones or tablets are always within reach and at the same time offer significantly more Internet convenience. A very clear division of labor between the smart TV and the second screen has already emerged in the everyday lives of the study participants: The TV is primarily used for watching TV and for video applications such as video-on-demand, while the tablet and smartphone are used for accompanying tasks, such as researching movies, looking for more detailed information about the TV program or exchanging information with others in social networks.  
 
Clemens Koob

Key Facts

- Connected TV users also use their smart TVs primarily to watch classic linear TV. - Non-linear content is used more as a "backup" when there is no interesting TV program and for specific movie nights with family or friends. They are also popular with series junkies'
- Established functions of Connected TV are time shifting and EPG.
- Smart TV apps that offer moving image content are popular, while other TV apps such as the Internet browser or social media apps are less relevant.
- Their functions are taken over by the second screen - smartphones, tablets and laptops have become established, especially for research and exchanges with others.