Well over a third (37 percent) of all broadband subscribers are interested in having TV delivered to their PCs, and the communications industry is rushing to provide PC-based IPTV, but there is no industry consensus regarding business models, nor does the industry have a clear strategy for delivering network programming simultaneously to TVs, PCs and mobile devices – the so-called “three screens.”
That’s according to a new report from JupiterResearch, “Programming for Three Screens: Leverage PC and Mobile Video to Support Core TV Efforts.”
Media companies are offering TV shows on an ad-supported basis, for sale as a download, via subscriptions, and as rentals, the report notes, but no clearly winning strategy has emerged. Jupiter expects revenue from all those models will subsequently remain modest for the next several years.
JupiterResearch argues that the main benefit to Internet-delivered video lies in building the audience, or increasing audience loyalty, for traditionally delivered television programming.
“Broadband video nicely complements TV today, but this grace period won’t last forever,” said Joe Laszlo, senior analyst and research director with JupiterResearch. “Substitution of Internet video for traditionally delivered video will grow over the next few years, and media companies must account for this coming audience shift in their mid-to-long term plans.”