Broadband customers show interest in TV widgets

March 5, 2009

The merging of television with the internet is not so far off. The latest technology developments in web-like experiences for TV are generating consumer interest.

Video-on-demand (VoD) libraries and widgets will be the first generation of video services driving adoption of connected television experiences in the U.S., according to market research firm Parks Associates. The company released its new white paper From Boob Tube to YouTube: Consumers and TV, this week.

U.S. broadband households are the most likely to express interest in adopting VoD libraries and TV widgets, which are web-like displays that show customized news, weather, sports or traffic information.

Among broadband customers, 33 percent are interested in widgets and almost 50 percent are interested in premium web content, including TV shows and movies, through a connected set-top box, Park Associates said.

"Broadband households are growing accustomed to viewing video off the internet," said Kurt Scherf, vice president of Parks Associates. "Widgets and VoD libraries will be the first in a long line of advanced video services people will want in their living rooms."

Scherf said that consumers respond favorably to enhanced interactive features and are willing to pay for certain features.

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